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FABIAN WIJAYA: [NON-ENGLISH SPEECH]
Really good for me to be here.
I think it's very refreshing seeing everyone
after a couple of years.
My name is Fabian, and I'm the chief digital and media officer
for L'Oreal Indonesia.
And I will not going to dance.
I'm not going to dance, but I'm going
to share with you on what we are trying
to be able to stay connected with our consumer.
So in L'Oreal, we have a vision--
to create the beauty that moves the world.
And we keep on challenging ourselves
how we could keep on connecting with our consumers, how
we need to be able to keep relevancy with our consumers.
And as all we know, for the past couple of years,
the pandemic has accelerated digital penetration--
in the past three years.
Guess what is the penetration of internet among the Indonesian
women 18 to 34 years old?
It's astounding.
It's 92%.
Our ever-changing world of media has been getting
more complex, complicated.
And together with our agency partner Wavemaker,
we kept on challenging ourself--
how we can make sure that we deliver an advertising that
is connected with the consumer?
And coming from my previous point, an advertising done well
is a service to the consumer.
So I'm going to say that in L'Oreal, we believe deeply
on this.
L'Oreal has always been keeping our foot upfront
on the way we are communicating to the consumers.
We need to be where they want to be, and today in 2022,
a lot of our work is focused on embracing
how the dynamic of consumer engagement
is happening so we can deliver what is important to them.
As our consumers are moving more to digital
and becoming multi-screeners, our digital media spending
has taken a new height.
And I'm going to go with you with a couple of our brand
portfolios on how we are engaging with our consumer.
First brand, Kiehl's.
Kiehl's is a luxurious brand that
started as a brand that offers a premium boutique
experience that established in Indonesia on premium malls.
When pandemic hit, we took an approach
in delivering the experience through YouTube and Search.
We developed a holistic digital campaign
with YouTube Ads and Search.
We created a local creative and followed YouTube's ABCD
guideline to optimize the ad.
We also use multi-formats, shorts,
and long formats on YouTube to drive optimum reach
and frequency.
And you know what?
We make a study, and we get this number--
an ad recall lift at three times, which
is higher than the benchmark.
And on top of that, we see a search lift of 140%.
It's one of the highest on luxury skincare
brands with a sales growth of 1.2 times
versus previous period.
Now I'm going to talk about one of our most
well-known and biggest brands, L'Oreal Paris.
This is one of the biggest campaigns
that we conducted in 2022, the Glycolic Bright Serum.
We took some big steps to follow our key consumers' media
habit to connect with them where they are,
and also to be able to reach our audience more effective.
We made our decision to shift our media planning mostly
on digital.
We optimized our digital-first investment in YouTube
by maximizing the multi-format capability in the platform.
So for the L'Oreal Glycolic Bright Serum,
we utilized Google Blast and multi-format ads,
YouTube Mastheads in feeds to view and bumper.
This helps us to be able to gain incremental reach
within the platform with a higher frequency
during the launch phase.
We created some creative content that
really embraces the superiority of the products and the way
we understand on how we believe in delivering
good products to our consumers.
The launch itself?
It was successful.
It delivered 3.7 points at recall lift
in a more efficient cost at 40% lower cost per impressions.
And the campaign was also successful
at delivering positive brand impact.
Purchasing then increased by 3%, and brand favorability
increased by 5%, 5 points above industry average.
And last but not least, the latest brand that we
have in our portfolio in our active cosmetics division,
La Roche-Posay.
La Roche-Posay was launched in mid-year 2021.
It's a one-year-old brand.
And we know that, like what I said,
we want to create the beauty that moves the world.
And La Roche-Posay is a brand that
is going to solve majority of skin problems in Indonesia,
and we want to give it to the consumers.
We generated insights, validated it,
and selected the right target audience
based on their interest on YouTube
using multiple ad formats and a full range of YouTube solutions
together with Google Search as well as Performance Max.
We also place an uncover--
and we also uncovering the way we find the audience
and place it also for the first time on connected TV.
So there is our story.
And the search uplift was astounding as well.
254% search lift.
We don't have a-- we need to be able to understand
how is it impacting to our brands?
And the most important of all, 300% GMV uplift in Shopee
from Google Ads and two times sellout
uplift quarter two, 2022 versus our pre-campaign
in quarter one.
So together we can make things amazing.
We can make amazing things happen.
And not to mention YouTube did it
with flexibility that allowed us to grow with confidence.
For us at L'Oreal, it is a continuous effort
to not stop giving the consumer experience
through our own assets in digital, strong insights,
and beauty technology.
And if I can leave you with one takeaway today,
please follow your target audience.
We always put consumer centricity
at the heart of everything that we're conducting.
Really focus on the strategy, on the who, on the how, and where,
and embrace the opportunity that we
have to deliver great ad experiences
in this world of connected screens and connected audience.
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