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About This Project
Summary
For 18 years, L'Oréal Paris has exemplified the brand’s iconic slogan, “Because You’re Worth It,” by celebrating women who create positive change in their communities through the Women of Worth campaign. L’Oréal Paris partnered with Max and Courageous to share the emotional stories of the 10 extraordinary non-profit leaders being honored in 2023, with a strategic distribution plan that leveraged innovative ad formats across Warner Bros. Discovery streaming and digital.
Goals & Objectives
Courageous wanted to elevate the women's stories by engaging audiences in new ways. We created dedicated, interactive ad packages for each Honoree, which included a long-form video to tell their story and additional short-form videos that let viewers dive deeper into the work of their organizations.
Results & Impact
Courageous created over 67 custom assets for the campaign. Assets on Max earned over 35.4 million impressions and drove positive feelings surrounding L’Oreal Paris’ pro-social initiatives, with audiences saying they want to see more content like this from L’Oreal.
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