Brand Analyses

In two parts, Phase A and Phase B, Lian worked in a team of five, to identify one key problem for L'Oreal Paris and one solution in the form of a creative advertising campaign. During the process, Lian and her team interviewed 60 fellows to help us understand L'Oreal Paris and its marketing background in the Hair sector. In the latter phase, they interviewed an additional 60 fellows to learn about the opportunities for L'Oreal Paris to reach their target audience. Part of the campaign includes a key slogan, two print ads, sponsorships/events, and a 30 second advertisement to help address the key problem. All footages are shot and edited by the team. As the team leader, Lian coordinated well with her team, and she had a lot of fun working with them on this project.

In a team of five, Lian studied the brands Bath & Body Works and The Body Shop from its core by analyzing their keywords, paid keywords, search engine optimization strategies, page ranks, backlinks, etc. At each step of their digital marketing strategy, they identified which brand is performing the worse and offered recommendations to help improve their current strategies - based on their website, google rank, google analytics, and Semrush analytics. Research showed that The Body Shop required additional attention to improve their overall digital marketing strategy and Lian and her team was asked to create two display ads for them. To ensure the effectiveness of these display ads, Lian and her team identified the best targeting keywords, other websites and platforms they can share them to target and retarget their consumer base. For better results, two samples were created to allow the brands to run A/B testing to determine the best display ad option. Below are samples of the display ads.