L’Oréal x Converteo – Industrializing Test & Learn internationally: the Global Learning Agenda
Context
In a highly competitive global market, L'Oréal aims to maximize the efficiency of its media investments while aligning its local and global strategies. Faced with fragmented practices and tools, the group has created a standardized and robust approach to optimize its investments across 50 markets, addressing various strategic challenges
Goal
Building global media guidelines (applicable across all markets, divisions & categories) from media tests
Project steps
Definition of business priorities
- Close collaboration with L'Oréal Global teams (Media, Content, Data, Sustainability), local teams, partners (including Google), and agencies to identify key questions to be resolved.
- Prioritization based on estimated impacts and the needs of local teams.
Implementation of a rigorous methodology
- Translating business priorities into standardized tests to ensure consistent implementation and interpretation of results across all markets.
- Validation of the measurement methodologies required to implement the tests (Brand Lift, Geo Experiment, Conversion Lift, MMM).
Tests orchestration
- Coordination of the implementation of recommended tests (e.g., 250 YouTube tests in 2023, across 50 markets).
- Rigorous monitoring and validation of tests to ensure their compliance with defined standards.
Analysis and production of guidelines
- Consolidated analysis of the results to formulate strategic recommendations for the L'Oréal group (all countries, all divisions).
- Construction of global guidelines to improve the group's media performance.
Results
Number of coordinated tests: +250 standardized tests on YouTube.
International coverage: 50 markets aligned on a common approach.
Performance optimization: Identifying best practices to maximize incrementality.