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.
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.
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.