NBCU Portfolio +
L’Oréal Paris Women of Worth

The challenge

Drive awareness & affinity

L’Oréal aimed to drive brand love, overall affinity, and awareness by incentivizing fan engagement and participation in pro-social initiatives through voting, donating to charity, and encouraging conversations around key cultural issues.

The insight

An iconic event, reinvented

When the world gives you 2020, you throw out the playbook. A disruptive year gave brands permission to reimagine the cultural event blueprint and invite audiences to participate and be part of the celebration.

The solution

Harnessing the power of NBCU

NBCU teamed up with L’Oréal Paris to celebrate the 15th anniversary of the brand’s signature philanthropic program, Women of Worth, in a television special spotlighting the work of ten extraordinary women. With 36 COVID-compliant shoots around the globe, and extensions across cable, TODAY, and The Kelly Clarkson Show, this first-of-its-kind partnership not only reinvented the scope NBCU’s offerings but also mobilized assets and resources across our global team.

The approach