McCann London, London Follow Update

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  • London WC1N 1EX
  • United Kingdom
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L'Oréal - "Casting Creme Gloss" - McCann London

  • Casting Creme Gloss
  • L'Oréal
  • L'Oréal
  • McCann London
  • United Kingdom
  • Cast Yourself
Product NameCasting Creme Gloss
Product CategoryCosmetics, Beauty Products & Perfumes
Media TypeCase Study
Length163 Seconds


To keep pace with L'Oréal's success in the previous year, thanks to Cheryl Cole's new red hair colour, we launched a nationwide competition to find a redhead, a blonde, and a brunette to feature alongside Cheryl in the next TV ad.

Fans were encouraged to 'Cast Yourself' by visiting the L'Oréal Paris Facebook page which allowed the 1490 applicants to upload their photo and complete the sentence "I love Casting Crème Gloss because..."

Featuring genuine British women on TV in a L'Oréal advert (alongside Cheryl Cole) caused a huge spike in PR (the Facebook app was downloaded over 21,414 times in the first week alone), and facebook community signup and engagement time, and gave us the opportunity to sell blonde, brunette & red colour products – in both pre-launch and post-launch windows – all driving a 20% sales uplift.