L’Oréal announced that a major achievement of its global employee advocacy program with Sprinklr Advocacy was a significant boost in overall brand visibility. The program generated 33 million organic impressions in 18 months and delivered a fourfold return on investment. The majority of L’Oréal employees were initially hesitant about posting brand-related content. They did not have enough confidence and lacked the necessary tools for social media sharing. Hence, L’Oréal adopted Sprinklr Advocacy to provide employees with content is engaging, approved by the brand, & with the tool scheduling.
As part of this program, the employees who volunteered were not all given access to a library of shareable content. With this support, employees could easily share content on their personal social channels while consistently adhering to the brand’s guidelines.
In addition, L’Oréal built the program based on four principles: localization, technology enablement, upskilling, and data analytics. This move had the effect of creating trust, giving the power to the volunteers, and fostering truthful advocacy.
Consequently, the campaign quickly grew in size & spread. The pilot was extended to 18 entities with about 900 ambassadors by 2024. The company at present plans to get 1,500 employee-advocates by the end of 2025.
Essentially, the use of L’Oréal along with Sprinklr Advocacy is a case study that illustrates how social media marketing is evolving. The marketing social in media is no longer the exclusive domain of corporate channels. Employees are now empowered to spread brand messages in their own genuine way; thus, the total reach is considerably increased. The tactic increases brand visibility, strengthens audience trust, and broadens the company’s reach. At the same time, it ensures compliance and preserves strong creative control.
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News Source: Businesswire.com
