The Campaign
Vivelle Dop
Before influencer marketing had a playbook, we used creators the way a casting director would — and made a TV spot for the internet. Vivelle Dop, L'Oréal Group.
Launch Vivelle Dop Hair Chalk to a young female audience aged 15 to 22 — a demographic increasingly unreachable through traditional broadcast.
The campaign needed to feel native to digital platforms while carrying the production quality and media weight of a TV campaign.
This wasn't an influencer campaign. It was a digital TV campaign — cast with faces young audiences already recognised and trusted.
At a time when the influencer economy was just beginning to take shape, most brands were using creators as media channels — paying for posts, not producing content with them. We inverted the model entirely. Rather than briefing influencers to talk about the product in their own way, we cast four rising French beauty creators — one per colour — as the talent in a fully produced TV-grade spot, distributed exclusively on digital.
It combined the production authority of broadcast with the cultural relevance of the creator world — before that combination had a name.
The hero asset was a single TV-grade film produced entirely in-house at Khortege, featuring all four creators — simultaneously launched across YouTube, Instagram, Facebook and creator channels.
Each creator also produced their own suite of photos and GIFs for organic posting — extending the campaign across formats while keeping the visual world consistent.
Talent included Sananas (2.6M Instagram followers) and Beauteactive (1.16M YouTube subscribers) — both at the inflection point of their influence, recognised enough to create connection but not yet so commercial that the casting felt transactional.
"A digital TV campaign, before that combination had a name.
