In 2024, producing impactful marketing has never been more difficult. Consumers’ attention spans are shorter than ever — now just eight seconds long — and the competition for those precious seconds is fierce. So, what can marketers do to push the needle in the right direction?
Luckily, Campaign and Performance Marketing World have teamed up with TikTok to find out! This exclusive video series explores how marketing leaders work to deliver impact in their personal and professional lives.
In our latest episode, we spent a sunny morning at the Cannes Lions International Festival of Creativity with L'Oréal UK and Ireland chief digital and marketing officer, Laetitia Raoust. One way Raoust strives to capture people’s attention in this over-saturated market is to use TikTok. “TikTok is a great way to find consumers where they are, where they spend time,” she says, “And it’s also a smart investment choice for our brands."
TikTok is fast-becoming one of L'Oréal’s biggest partners and Raoust says the platform is particularly well-suited to the brand because of the “natural” diversity it offers. “Beauty comes in all forms and shapes,” she says, “And the great thing about TikTok is that it is very diverse, too.”
Raoust is both new to Cannes — her tip to other first-timers: “Don’t underestimate the organisation it takes!” — and new to her role at L'Oréal UK and Ireland. She says the leadership style she’s bringing to the brand is characterised by curiosity: “You should never stop learning…You should always be surrounded by people that are better than you in everything you do, especially in tech.”
For more leadership advice and insight into how L’Oreal UK and Ireland uses content creators to find “the magic”, watch the video below.
This is the third in a six-part Redefining Impact video series with TikTok. Keep your eyes peeled for our next film coming soon.