My Role: Executive Producer
At R/GA's Content Studio, I lead production for L'Oréal Paris' Golden Globes 2015 Social Response Lab.
On Golden Globes Sunday, we rented Sun West's entire midtown studio for a viewing party and social media event. It included 10 different white cycs, pre built sets, and table top shoots, Tumblr artists, directors-photographers, illustrators, party-goers drinking champagne and watching the show, models, manicurists, stylists, gaffers, DPs, all hard at work creating real-time content for viewers' mobile devices, tablets, and laptops.
The major push were our L'Oréal sponsored celebrities. As these actresses made their way down the red carpet or walked on stage to present an award, our L'Oréal stylists in the studio recreated their makeup and hairstyles for the "2nd screens" of at-home viewers. These .gifs and snapshots were then edited on-site, uploaded to Tumblr, Twitter, Facebook, and a variety of other selected channels within 5-7 minutes for a seamless at-home experience for brand fans.
We produced 221 posts in 1 day. That night alone, we drove 28.6MM impressions and nearly 300K in engagement, not including additional influencer engagement.
Article in AdWeek:
L'Oreal Paris channels we produced for:
http://lorealparisusa.tumblr.com/
http://instagram.com/lorealparisusa
https://twitter.com/lorealparisusa
https://www.amazon.com/LOreal-Paris
Influencers we engaged:
http://romainlaurent.tumblr.com/