Representatives from leading Chinese marketing agency Tencent met with senior executives from L’Oréal at Cannes Lions to discuss the latest developments in the marketing sphere with a particular focus on CMO.
“Embrace smart retail and use content to reach and connect with consumers for business growth. But sustainable growth is not just about making money. Society is demanding that brands, both public and private ones, serve a social purpose,” said Sy Lau, SEVP of Tencent.
A prime example is L’Oréal’s use of WeChat during the Cannes Festival with singer Li Yuchan livestreaming via the platform and celebrity looks presented together with a ‘see now, buy now’ shopping facility allowing users to make purchases directly via WeChat.
“Online long form content is very popular in China. It has the potential to obtain massive reach of target audience and create phenomenal social buzz,” noted Asmita Dubey, Chief Digital Officer for L’Oréal’s Consumer Products Division.