Have you come across “Ask The Expert” yet?
Did you ask a question? And was it answered?
L’Oreal UK created / commissioned a James Bond spoof character who tells / shows you (in a rather pious and patronising way – but highly amusing) How to… tie a tie, make a Facebook profile and so on. The marketing centres around Facebook and Youtube – Facebook is where people are encouraged to ask questions – Youtube is largely ignored by L’Oreal but for posting new “How to” films – the comments below are left unanswered. On Facebook I’d say one in every five questions are answered – Oh, and tough luck if you leave a question on a Friday evening…
This campaign has been relatively successful although not quite in the viral league as the Old Spice guy.
I do however admire the attempt at promoting the product by using a classic inbound marketing technique. However I’d suggest, L’Oreal, that every question deserves a response – lucid or otherwise and if not are you damaging the brand by not carrying it through?
I’d also want a dedicated website (a microsite would do) not just a Facebook campaign and surely Twitter would have been brilliant for the viral nature of this campaign?
Let me know if you asked a question and whether it was answered?