Custom Video Campaign for La Roche-Posay Effaclar Duo+M x Dr. O’Donovan

Campaign Timeline

• Script and Content approval: December 2024 (successful 1 month turnaround) 
• Live sharing: January 2025 

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Objective

1. Increase awareness and education around Effaclar Duo+M among a young adult audience.
2. Drive authentic, real-time reactions and product trials through short-form video content.
3. Combat common skincare misconceptions and raise awareness about the skin’s microbiome. 

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Process

1. Concept & Script Development

• Script development: I worked with my video production team to successfully create engaging scripts, facilitating real-time interviews with students on campus to ensure target audience was reached.
• Scientific accuracy: Scripts were approved by the L’Oréal scientific team for accuracy within a two week period and met commercial advertising guidelines. 
• Product Focus: Handed out Effaclar Duo+M tubes for participants to sample on-camera, capturing genuine reactions to its lightweight, hydrating, and non-sticky formula.

2.  Filming

• One day shoot: I worked with my videographer and editor to successfully conduct an in-person, multi-location shoot to fulfil brief requirements. 
• Editing and feedback: 48 hour editing turnaround with sample edits delivered to LRP context team via our secure digital feedback platform meaning only one round of edits was required. 
• Sound & Tagging: I used TikTok’s Commercial Sounds library to keep content brand-safe. Included #AD at the start of captions to ensure the content fell within ASA guidelines. 

3. Implementation & Launch

• Content Delivery: Submitted final edits in advance of the campaign deadline, aligning with brand feedback and creative guidelines.
• Monitoring & Support: Tracked performance metrics (views, likes, engagement) and provided ongoing support to the LRP team to optimize reach.

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Outcomes & Results

1. Moisturizing Myth Video

• TikTok: 1.1 million views, 100+ saves. 
• Instagram: 920k+ views, 15% engagement rate. 

2. Microbiome Video

• TikTok: 9.1 million views, 600+ shares, 800 saves, 80% retention rate

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Key Highlights

• Massive Reach: The microbiome-focused video went viral, racking up 9.1 million views.
• High Engagement: Strong saves and shares underscored viewer interest in myth-busting content and real-life testimonials.
• Product Awareness: On-site sampling and spontaneous reactions showcased Effaclar Duo+M’s lightweight, hydrating, and non-sticky formula.

By centering on real student voices and everyday skincare misconceptions, this campaign successfully boosted product awareness and encouraged consistent skincare habits. The results speak for themselves—millions of views, extensive sharing, and meaningful engagement from a highly sought-after demographic.

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