Case Study: L’Oréal Portugal achieves 61% target reach and extends TV reach with Facebook

Extending television’s reach with Facebook ads

L'Oréal Portugal used its Elvive hair-mask launch to fine-tune its media mix and measure how Facebook and Instagram added incremental reach to a TV spot among Portuguese women aged 25–44. The challenge was to understand whether social platforms could extend TV reach and better target light or non-TV viewers.

Partnering with Facebook and Kantar, L'Oréal ran a three-week, side-by-side TV and Facebook/Instagram campaign with video creative, reach-and-frequency buying, core-audience targeting and automatic placements. Results showed strong contribution from social: Facebook and Instagram reached 81% of the core target, Facebook delivered 9.2% incremental reach beyond TV, the combined TV+Facebook+Instagram campaign reached 92% of the core audience, and 46% of Facebook GRPs were delivered to light or non-TV viewers—demonstrating that social effectively extended TV reach.

L’Oreal

Mónica Serrano

Chief Marketing Officer