How L'Oréal thinks about creator ROI

Beauty giants L'Oréal have built a new framework to quantify the impact of creators on marketing effectiveness. L'Oréal's Vas Kourakis and Meta's Maria Pavlova join WARC's Anna Hamill to discuss how the measurement framework came together, essential best practices, and what marketers can learn from their experience.

Guests:
Vasileios Kourakis, Global Marketing Effectiveness Director, Loreal
Maria Pavlova, Marketing Science Manager - Agencies, Meta
Anna Hamill, Senior Editor - The WARC Podcast, WARC

Chapters:
00:00 – Why creator ROI now matters for beauty brands
01:49 – The industry gap: influencer spend without KPIs or ROI
03:40 – How L’Oreal and Meta built a shared creator taxonomy
06:10 – Fixing fragmented creator data with global standards
08:12 – The four dimensions of creator measurement
10:23 – Full-funnel creator ROI: from reach to sales
12:30 – L’Oreal’s dual learning structure: creator strategy and tactics
14:45 – Balancing MMM with rapid experimentation in creator campaigns
18:43 – Case studies: Kiehl’s Turkey and CeraVe Spain creator playbooks
21:04 – Building a culture of marketing effectiveness with creators

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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