0:00
Olivier Mathon: AI is there to help us. We as marketers can put our focus where it's more needed and that is more of the business input that we then feed to this algorithm that will optimize for us.
0:15
So my name is Olivier Mathon, and I am the media Performance Manager at L'Oreal Canada.
0:21
So L’Oréal is actually a group of over 35 brands. Canada was actually one of the first markets to pilot Performance Max. Now with Performance Max, it became one campaign where you can add all of your text assets, videos, images, and also your shopping catalogue really for it to optimize for you, and to find the right consumers and put the right products in front of them.
0:43
When we test, we first test on a pilot brand, so we selected Kiehl’s, because Kiehls has a large media investment and they invest a lot in search. Search represents a big portion of their online revenue. We saw great results. We drove up our return on ad spend by 78%, and were able to drive up our revenue by 49%. Once we saw those great results on Kiehl’s, we were able to grow our revenue by 44%, and our return on ad spend by 29%, for all of our brands at L’Oréal.
1:24
We have some Golden Rules that are coming to us from the group at the global level that are then to be implemented in each market. The Golden Rules mean that they've been proven, that they work, and that they can now be scaled to all of the countries where we sell L’Oréal products across the world. The results that we saw on Kiehl’s and on all of our different brands were used by our global group to then make Performance Max a Golden Rule that is now being required for all of the markets across the world.
1:50
You really need to get with the times, and to evolve your strategy with those new technologies and make them work in your favour.
