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Submitted by SAMYAgency IPI Score 55/100

L'Oréal Paris Big Deal Waterproof Baja California Creator Expedition

Influencer Marketing

SAMY took creators on a Baja California expedition to stress test L'Oréal Paris Big Deal Waterproof mascara in the ocean, and reports 16M total views from the content.

16MTotal Views
1.3MInteractions
4xViews vs Test Content

About the campaign

SAMY took creators on an expedition to Baja California to prove L'Oréal Paris Big Deal Waterproof mascara, generating 16M total views. L'Oréal Paris is a beauty brand, and this work ran in Iberia. The brand wanted to break poolside beauty clichés and show that the mascara performs under extreme conditions in a crowded market.

The agency partnered with Entre Azules to document the creators during the trip. The creators swam with whale sharks and went diving, all while wearing the mascara. The agency framed the expedition as a live stress test of the product's waterproof claim, told through organic content.

The agency reports 16M total views and 1.3M interactions. The expedition content outperformed traditional test content by 4x in views and 3.5x in engagement.

Case in 60 seconds

L'Oréal Paris needed to prove that Big Deal Waterproof mascara performs under extreme conditions in a crowded market, which meant breaking the poolside beauty clichés that usually frame a waterproof claim.

A waterproof claim shown beside a pool proves little because viewers have seen that scene many times, so creators swimming with whale sharks give the efficacy claim a test that viewers can believe.

SAMY framed the launch as a live stress test, taking creators on an expedition to Baja California so that product efficacy became an aspirational adventure story instead of a staged demonstration.

Creators travelled to Baja California and, in partnership with Entre Azules, were documented swimming with whale sharks and diving while wearing the mascara, which produced organic content built around the expedition itself.

SAMY reports 16M total views and 1.3M interactions, with the expedition content outperforming traditional test content by 4x in views and 3.5x in engagement.

Strategy Breakdown

Waterproof beauty claims are usually shown through poolside imagery, so in a crowded market the category's standard proof had become a cliché that no longer holds attention.
L'Oréal Paris acts as the enabler of the adventure, with the mascara worn throughout the dives as the thing under test, which keeps the product at the centre of every scene.

Creative & Execution System

Assets & channels

  • Other

Partners

  • SAMY
  • Entre Azules

Results & Evidence

MetricValue
Total Views16M total views
Interactions1.3M interactions
Views vs Test Content4x in views
Engagement vs Test Content3.5x in engagement

Why SAMY's strategy worked

  1. 1

    Placing a product claim inside conditions harsher than the category usually shows turns a demonstration into a story, because the test itself carries the narrative that creators then document.

  2. 2

    Working with a specialist partner such as Entre Azules gives creators access to experiences like whale shark swims, which supplies footage that a conventional product test cannot reproduce.

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