L’Oreal Paris Canada’s red carpet strategy

The makeup company is activating its award show season sponsorship with live Twitter makeup looks straight from the stars.

L’Oreal Paris Canada is getting social this awards show season, activating its broadcast sponsorships of the Grammys and Academy Awards by re-creating the hottest makeup looks seen on the stars for Twitter in real-time.

Working with its media agency ZenithOptimedia and creative agency Nurun, the makeup company used promoted tweets and a promoted account last Sunday during the Grammys to increase visibility of the looks its makeup artist Eddie Malter was recreating from the red carpet in real-time for Twitter and Vine. The conversation was built around the hashtag #Getthelook. The brand is also awarding Twitter followers with the makeup to recreate some of the looks.

“We launched the Twitter program because we wanted to bring the red carpet home,” Hugo Thibault, communications director, L’Oreal Paris Canada, tells MiC.

The brand, which targets women over the age of 30, is bumping up the execution during its sponsorship of the Academy Awards on Sunday Feb. 24 by also running promotional billboard spots during the broadcast on CTV that will drive people to the Twitter promotion.

Thibault says the brand increased its Twitter base by 25% during the Grammy broadcast on Sunday, besting its goal of a 10% boost. He adds the brand expects a bigger bump during the Oscars with the addition of the promotional billboards.