- The challenge
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As an official partner of Eurovision, Moroccanoil is looking to maximize its visibility around this iconic event. Matahari's objective: to create synergy between press relations, influence and social media to reach a wide audience, while immersing beauty fans in the behind-the-scenes preparations for this global event.
- Our strategy
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A multi-phase strategy, where each channel amplifies the previous one. Press relations: first of all, we ensured strong media coverage by issuing press releases and engaging journalists with behind-the-scenes interviews. This first step helped establish Moroccanoil as the beauty reference for Eurovision. It was completed by a partnership with the public.fr media to boost visibility around the event and accentuate the “star” dimension of the singing competition and the show; it was followed by a press trip to Turin. Influence: In parallel, we launched an event operation with a selection of 9 key influencers, who received a “Eurovision as if you were there” VIP box, delivered by Céline Dion's lookalike. These influencers shared their experience almost live on social networks, creating a teasing around the event. Social Media: these actions were amplified by the brand via targeted campaigns on social networks, combining backstage content with teasers and interviews with the candidates.
- Our results
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This integrated approach reached a global audience of 21.3 million, with an influencer reach of 5.2 million and a web audience of 7.2 million. Thanks to the synergy between channels, Moroccanoil not only increased its visibility, but also strengthened its positioning as Eurovision's beauty leader, with significant press coverage and social engagement.
- Why did it work?
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This project demonstrated that collaboration between press relations, influence and social networks creates a visibility loop that amplifies every action. By integrating strong narrative elements, such as the delivery of VIP boxes by a Céline Dion lookalike, we made the experience both memorable and engaging, while measuring every impact with precise KPIs.
