70 EMG Digital Executes Week-long Virtual Event for L'Oréal's Matrix

Industry Watch | August 12, 2021 | News

70 EMG L'Oréal Matrix

70 EMG Digital, a part of 70 EMG, executed Matrix M Day, a week-long virtual event for L'Oréal's brand Matrix on 22 July 2021. Haircare industry professionals gathered virtually to learn more about L'Oréal's Matrix brand and India business.

M Day featured masterclasses by celebrity hairstylists, product launches, personalised participation certificates, offers and giveaways.

Masterclasses were made available in seven regional languages. The brand gave away over 18,000 gifts to attendees throughout the week, which saw over 200,000 hairdressers from across India in attendance.

Hairdressers from over 575 Indian cities took part. The over 180 minutes of live streaming content received over 3 million impressions across the brand's social media platforms, according to the agency.

Alisha D’souza, Account Manager, 70 EMG, said“We are extremely thrilled to partner with L'Oréal to bring Matrix renovation to India. With every milestone event, we reach a new record height in the hairdressing industry. It started with the biggest hairdressing festival in Asia in 2020 and now the largest e-connect of hairdressers. Virtual platforms are a boon when we’re dealing with an audience size of two lakh-plus, offering an array of features including smartphone compliance to multilingual sessions with lesser infrastructure as compared to an on-ground scenario. It has been quite a journey from designing the virtual world to creating experiences for the end user keeping in mind the audience diversity and tech compatibility. We’re one step closer to what the virtual and hybrid world of events have to offer and how we can make the best out of it for our partner clients.”

The event was designed around a ‘futuristic vision of the Matrix world’, set on an imaginary island inspired by the energy of New York City, brand Matrix's global headquarters.

The four spaces that were covered virtually included:

Helpdesk: It featured the event agenda where users could ask for help via instant chat and view platform tutorials in seven languages.

Auditorium: A live stream of the event combined with user engagement via quiz reactions.

Salon of the Future: Commercial offers and showcase of the future of hairdressing with a concept salon design.

Social Wall: Engaged audience with user generated social media content.

The event attracted over 2,00,000 hairdressers from 575 Indian cities and towns, who attended masterclasses by celebrity hairstylists made available in seven regional languages.

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