Special Project: ‘Style It Like Cheryl’ for L’Oreal Elvive Full Restore 5

Brief: To create a paid-for microsite within ASOS.com to promote the unveiling of Cheryl Cole as the new face of L’Oréal Elvive Full Restore 5 range in a credible, editorial manner

Execution: Working closely with ASOS.com’s Commercial department and the team at L’Oréal, I advised on and developed the editorial content of the microsite, ultimately creating the Style It Like Cheryl theme. The site’s tagline became “How to make her A-List look our own”, and followed Cheryl’s outfits over a nine-week period in the run-up to Christmas, refreshing every three weeks. Each outfit was broken down into five key style tips to reinforce the ‘five problems, one solution’ tagline, with every fifth tip relating to beauty and recommending a L’Oréal product. Users would then be able to shop the look via populated pages of ASOS.com product.

Results: Not only did the microsite generate increased rates of traffic to ASOS.com and impressive revenue, the client was also extremely satisfied with the project – so much so that they continued their commercial partnership with ASOS.com into 2010, and have invested in a similar microsite for this year’s festive period.

View the Style It Like Cheryl microsite here