Over the past few years, there has been significant attention towards the way female leaders of the entertainment industry are treated on the red carpet. There have been moments of ‘rebellion’ from notable women like Cate Blanchette, Elizabeth Moss, and Julianne Moore. Celebrity-endorsed programs supporting gender equality in Hollywood also began to gain momentum on social media and in the press.

#WorthSaying was built out of this shift in cultural values. The campaign encouraged real women to post about meaningful topics during the 2016 Golden Globes on social. L’Oreal became the first beauty brand to buy digital display space on top entertainment sites like E!, Instyle and People and place #WorthSaying posts at the center of the red carpet conversation in real-time. The idea was to infiltrate spaces focused on the cursory aspects of awards season with conversations that truly mattered to female viewers.

In the 3 weeks leading up to the 2016 Golden Globes a press release and teaser video were shared with L’Oreal spokeswomen, friends of the brand and influential media. Outreach was successful: The week before the event, several news outlets including Mashable and Associated Press published positive articles about #WorthSaying. A full page ad promoting the campaign ran in the January 15 issue of Hollywood Reporter (on shelf the week prior to the event). And, we had participation commitments from 12 influential celebrities.

The afternoon of the awards, #Worthsaying was L’Oreal’s conversation starter – the spokes we had tapped hijacked the red carpet conversation and engaged their followers on social media.

We integrated these real conversation into our page takeovers in real time within awards-focused content on people.com, instyle.com and eonline.com; using ad space that would usually be about beauty, to highlight real women.

The #WorthSaying campaign resulted in over 1 Billion PR and Social impressions.

Notable press includes: Upworthy, Refinery 29, InStyle, The New York Times, Mashable, Glamour and Huffington Post.

On L’Oreal’s owned social platforms there was 3x engagement and 2x the follower growth from the previous week.

By 8:30PM EST on the night of the 2016 Golden Globes (Jan 10) #WorthSaying began trending on Twitter, resulting in over18.8K #WorthSaying hashtag uses.

14 of L’Oreal’s spokesmodels participated in the campaign at no additional fee or contractual commitment, reaching their collective 114 million followers.