Beauty giants L&#x27;Oréal have built a new framework to quantify the impact of creators on marketing effectiveness. L&#x27;Oréal&#x27;s Vas Kourakis and Meta&#x27;s Maria Pavlova join WARC&#x27;s Anna Hamill to discuss how the measurement framework came together, essential best practices, and what marketers can learn from their experience. Guests: Vasileios Kourakis, Global Marketing Effectiveness Director, Loreal Maria Pavlova, Marketing Science Manager - Agencies, Meta Anna Hamill, Senior Editor - The WARC Podcast, WARC Chapters: 00:00 – Why creator ROI now matters for beauty brands 01:49 – The industry gap: influencer spend without KPIs or ROI 03:40 – How L’Oreal and Meta built a shared creator taxonomy 06:10 – Fixing fragmented creator data with global standards 08:12 – The four dimensions of creator measurement 10:23 – Full-funnel creator ROI: from reach to sales 12:30 – L’Oreal’s dual learning structure: creator strategy and tactics 14:45 – Balancing MMM with rapid experimentation in creator campaigns 18:43 – Case studies: Kiehl’s Turkey and CeraVe Spain creator playbooks 21:04 – Building a culture of marketing effectiveness with creators For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

How L'Oréal thinks about creator ROI

The WARC Podcast

Welcome back to The WARC Podcast. I'm Anna Hamill, Senior Editor at WARC. As creators and influencers attract huge amounts of advertising investment, more brands are building measurement frameworks to ensure transparency and long-term business impact. For the beauty industry, a strong creator program is increasingly table stakes for connecting with potential shoppers both in the algorithm and beyond.

L'Oreal has built a creative measurement program to supercharge its effectiveness across these channels, working with its partner Meta to develop new best practices. And now, they've shared that playbook on WARC.com where it's available to WARC subscribers right now. Today, L'Oreal and Meta are joining us to share insights on how this work came together and what marketers can learn from it.

Joining me now are Vas Karakis, Global Marketing Effectiveness Director at L'Oreal and Maria Pavlova, Marketing Science Manager at Meta. Vas, Maria, welcome to The WARC Podcast. Thanks for having us. Thanks for having us, Anna. It's exciting to talk about this particular case study because L'Oreal has learned so much from the process and I think that these lessons can be really valuable to our listeners. The report highlights a massive gap.

So, while over 60% of brands plan to use influencers, 44% of marketers admit to running campaigns without KPIs and just 38% measure ROI. Given how many billions are pouring into creator and influencer channels, these numbers are somewhat alarming. Vas, why do you think the industry has struggled so much to move beyond creator metrics like reach and engagement toward measuring harder metrics and business impact? Hmm, that's a great question to start with.

How L'Oréal thinks about creator ROI

Read the full transcript

The candid version is on a podcast,
not the earnings call.

How L'Oréal thinks about creator ROI

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.