Creation of a strategy for promoting L’Oréal Turkey’s unbranded content platform – the website MAKYAJ.COM and its social media channels.
Creation of the hashtag #MAKYAJSELFIEM (transl. “my selfie about make-up”)
and strategy for snowball effect of local user generated content on social media.
The campaign and the videos reached 4 MILLION VIEWS only on YouTube in the first few months.
The whole project was presented to the l’Oréal international conference as a success story.
Creative direction and execution
10 virals with young actresses sharing their make-up secrets.
10 virals with non-celebrity women as a kick-start of u.g.c. campaign.
Production, Shooting and post-production
The core concept was to simulate video selfies. Filmed with smartphones in a personal environment.