Cambodia · Brand & Creative Communications
L'Oreal: Always-On KOL Activation on TikTok
L'Oreal's Consumer Products Division wanted three of its brands to connect with Cambodia's youth audience on TikTok every month, not just at launches. Ruder Finn Era runs an always-on programme with 20 KOLs, including dermatologists and experts. Phase 1 delivered 122 videos, 71.1M TikTok views and 1.35M engagements across KOL and brand pages.
The challenge
Cambodia's youth audience lives on TikTok, where beauty brands are judged by how present and credible they are between campaigns. Three L'Oreal Consumer Products Division brands needed to strengthen awareness and engagement on the platform and maintain consistent visibility month after month.
The brands also needed content that educated as well as entertained, because product benefits and global brand messages only stick when they come from voices audiences trust.
Our solution
Ruder Finn Era employs an always-on KOL approach rather than campaign-by-campaign bursts, collaborating with 20 KOLs whose content is both engaging and educational. The roster deliberately includes dermatologists and other experts alongside lifestyle creators, so product claims carry credibility.
Beyond creative visual development, the programme relies on authentic human-to-human interaction: creators explain benefits in their own words, reinforce global brand messaging and keep the brands visible every month.
Phase 1 also generated 52 photo albums provided free of charge by the KOLs, extending the brands' content library beyond the videos commissioned.
The results
- Client
- L'Oreal
- Market
- Cambodia
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Influencer and KOL Marketing
- Sector
- Beauty and personal care
- Engagement
- Retainer
