When Golden Globe nominee Julianne Moore walks down the red carpet during Sunday's award show, social media will blow up about what she's wearing. And alongside the chatter, Twitter users could see something new in their social stream: a L'Oreal Paris-branded GIF recreating her fashion look.
The beauty brand is setting up an elaborate digital hub—called a "shoppable social commerce center"—in a studio in New York this weekend. Social teams from L'Oreal Paris and agency R/GA will work with eight style influencers and five models to pump out social content in real time during the award show's TV broadcast. While social media war rooms have become standard fare during live events like the Super Bowl, L'Oreal's social play is an interesting twist for fashion and beauty-minded advertisers.
Megan Trinidad, creative director at R/GA, said the red carpet is a "key moment for beauty."
"We perceive the Golden Globes as our Super Bowl," she explained.
The social team will use a 360-degree camera will shoot video that recreates makeup looks as celebrities walk down the red carpet. The videos will then be turned into GIFs to be uploaded to L'Oreal Paris' Twitter, Instagram and Tumblr pages. Each post will also include e-commerce links to shop the looks. Paid ads on Facebook will drive viewers to Tumblr, while the cosmetics player is also purchasing Promoted Tweets.
The heavy social push supports and syncs with new TV ads that L'Oreal will air during the program that promote ten products, including Infallible makeup and hair color line Preference.
Once the red carpet ends, the panel of beauty experts and social gurus will tweet and comment about the awards show.
The goal of the real-time push is to create social posts on the fly, but the beauty brand has also already built some content based on products (like red lipstick, for example) that are likely to be popular hits.
"We have a huge amount of work that we've already done, but our primary thing is that we want to be flexible and capture those special moments throughout the night," Trinidad said.
L'Oreal Paris backs up this year's social push with data from the 2014 awards show. During the 2014 Golden Globes, L'Oreal Paris launched its Tumblr page with the #LOrealParisLive campaign, which claimed to control 80 percent of beauty-related Twitter chatter. The activation generated 21.8 million impressions and 234,000 engagements.