Learn All About L’Oreal’s New Content Factory at Next Week’s #PortadaLat

Attendees of next week's PortadaLat in Miami will have the privilege to hear first-hand from Patricia Aragon, Digital Marketing Manager, L’Oreal, how the beauty giant has significantly modified its Latin American  marketing strategy. A new "content factory/assembly line" in Mexico City is a major element in the new strategy.

L'Oreal's Patricia Aragon

L'Oreal's Patricia Aragon

A key asset of L'Oreals new strategy is the company's new content factory based in Mexico City. "At the content factory, or content assembly line, we work with content creators and editorial partners",  Aragon, the key executive behind L'Oreal's new Latin American content marketing organization, tells Portada in a pre-event interview. Each major brand e.g. Lancome and Maybelline has its own "content assembly line". Measurement of content performance is a key element of L'Oreal's content factory. "We need to know what content performs better and where," Aragon says. This includes to know how the content of different product launches performs."

Each L'Oreal brand has its own content assembly line. We need to know what content performs and where.

Omnichannel

A Data and Social Media Listening Center measures the impact of L'Oreal's content marketing but also its integration with paid digital and off-line media providing an omnichannel point of view. "In the end, it's all about having consumers have happy experiences or memories with our brands. These experiences translate into positive sentiment about our brands," Aragon notes.


Editorial Staff

Portada Staff

MORE FROM PORTADA

Why More Brands are Investing in MLS Jersey Sponsorships

Why More Brands are Investing in MLS Jersey Sponsorships

More brands like AmFam, Valspar, Target, Etihad Airways, Acura, and Bimbo decide to be on the MLS team’s jerseys, and sponsorships will keep growing.


SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

Each fall, the USHCC hosts the country’s largest gathering of Hispanic business leaders: The USHCC National Convention. The Convention is held every year in a city that embodies the American entrepreneurial spirit and supports a thriving small business community.


How Facebook is Cornering the Video Ad Market, also in Mexico

How Facebook is Cornering the Video Ad Market, also in Mexico

With more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, the social media giant is boosting revenue at a faster pace than expected. An important part  of Facebook's efforts and investments are going into the creation of a major video advertising platform.