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L’Oréal Paris Creates Red Carpet Magic at the Toronto International Film Festival (TIFF)

L’Oréal Paris An integrated social media strategy will ensure beauty fans worldwide discover content on the platforms where they are most engaged.

Nurun Toronto is now part of Razorfish Global.

Toronto—September 5, 2013

L’Oréal Paris returns for a third year as Major Sponsor and Official Beauty Partner of the Toronto International Film Festival (TIFF). In partnership with Nurun’s Montreal office, L’Oréal Paris will launch an integrated social media campaign to bring the Festival experience to beauty fans around the world.

L’Oréal Paris will offer fans exclusive content and unprecedented access to celebrities, beauty experts and VIP events throughout the Festival. A cross-channel content activation will take place across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest, ensuring fans discover Festival content on the platforms where they are most engaged.

Using Google Trends and Facebook connections targeting, L’Oréal Paris will determine the affinity that exists between its online community and the celebrities appearing at the Festival. Fan preferences will influence Red Carpet coverage and drive online content selection. First implemented at TIFF Festival 2012, L’Oréal Paris has since recognized this ethnographic strategy as a best practice. L'Oréal Paris Beauty Correspondent, Nurun’s Gina DeYoung, will also crowdsource celebrity interview questions from the brand’s social media pages.

“Building on the success of TIFF Festival 2012, we’re excited to extend L’Oreal Paris’ red carpet presence both on and offline,” said Hugo Thibault, Director of Communications for L'Oréal Paris. “This year we will maximize the quality and scope of our activations through an integrated social media campaign that extends across all six leading social platforms.”

Onsite digital activations will occur at the L’Oréal Paris Beauty Lounge, situated directly in front of the red carpet at Roy Thomson Hall, where Festival screenings will be held. Beauty and film fans in Toronto will have the opportunity to receive beauty treatments from L’Oréal Paris experts and have their photo taken at the L’Oréal Paris Red Carpet Photo Booth. This glamorous TIFF moment can be shared on the fan’s Facebook feed. Last year, more than 10,000 beauty fans visited the VIP Beauty Lounge.

The Toronto International Film Festival is the leading public film festival in the world, screening more than 300 films from over 60 countries. TIFF is held in Toronto, Canada, and will run September 5 through September 15.

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