L’Oreal Paris ditches Instagram for LinkedIn

L’Oréal Paris is running a new campaign. But here’s the kicker. They ditched Instagram and chose LinkedIn as their preferred platform.

Is LinkedIn the next social media platform for influencer marketing? 🤯

Loreal seems to think so, they launched their latest campaign on it with top ambassador like Eva Longoria!

And it’s a great idea. With over 930M users, LinkedIn is an untapped market.

L’Oréal Paris is using authentic and resonating stories to connect with a new, broader audience.

They gets access to a new, professional audience, but they also score some goodwill points with a clever campaign.

Join me as I look at L’Oréal Paris’ new campaign and see what we can learn from it.

Ready? Let’s roll. 👇

The pressure of perfection

L’Oréal Paris invites women to redefine success by sharing their failures on LinkedIn.

The “Worth It Résumé” campaign, featuring celebrity endorsements, shows that the path to success isn’t always straight.

Women often face immense pressure to be perfect, constantly fearing failure.

Actress America Ferrera captured this struggle perfectly in her “Barbie” monologue, highlighting the constant criticism women endure.

In my opinion, this campaign brilliantly addresses a significant issue that many women face daily.

Failure builds character and shouldn’t be taboo. L’Oréal Paris’ latest campaign, created with McCann Paris, aims to break down the stigma and fear surrounding failure.

Normalising failure can help women feel more confident in their professional journeys, and it seems that this campaign resonates with its audience.

Launch of the “Worth It Résumé”

Launched on Tuesday, the “Worth It Résumé” campaign invites women to share their setbacks, emphasising that failures are crucial to successful careers.

The campaign kicks off with a video of actress Eva Longoria sharing her failures on her LinkedIn profile. She explains how these failures were stepping stones to her success, changing how we view a “successful career.”

Why LinkedIn?

The campaign is running on LinkedIn, inspired by a KPMG study that found 81% of women feel more pressure not to fail than men.

L’Oréal Paris aims to empower women by showcasing successful women who openly share their failures. In my opinion, LinkedIn is the ideal platform for this campaign, as it reaches professionals who can benefit from this message.

“We want to change the narrative around failure, especially in the workplace, and LinkedIn is the perfect platform for this campaign,” said Charlotte Franceries, president and global business leader for L’Oréal at McCann Paris.

“Whether you’re winning or losing, you’re worth it. What you once thought was your worst defeat might actually lead to your biggest win.”

I couldn’t agree more with Franceries; embracing failure can lead to greater success.

L’Oréal Paris’ celebrity endorsements

Besides Eva Longoria, other L’Oréal spokeswomen like Andie MacDowell, Helen Mirren, Jane Fonda, Aja Naomi King, and Kate Winslet will share their résumés of failures on LinkedIn.

Notable business leaders like Reshma Saujani, CEO of Girls Who Code, and Michelle Wong, CMO of Sprinkles, will also participate, along with leaders from McCann Worldgroup.

Having these influential figures share their stories adds immense credibility and relatability to the campaign.

“For over half a century, L’Oréal Paris has been dedicated to breaking down barriers that prevent women from asserting their self-worth,” said Delphine Viguier-Hovasse, global brand president at L’Oréal Paris.

“Inspired by our iconic tagline, ‘Because I’m Worth It,’ the ‘Worth It Résumé’ aims to create a new definition of success. It’s a tribute to the challenges we all face, which are truly the stepping stones to success.”

My final thoughts

This campaign is a powerful reminder that everyone’s journey includes setbacks, and those setbacks are what make success possible.

By sharing these authentic and relatable stories, L’Oréal Paris hopes to inspire women to embrace their failures and see them as vital parts of their success stories.

As an influencer marketing expert, I believe that campaigns like this can significantly shift societal perceptions and empower individuals to pursue their goals without the fear of failure.