L'Oréal - Worth It Resume
L'Oréal Paris aimed to deepen its "Because I'm Worth It" message for professional women. The client sought to address the pervasive pressure women felt to avoid failure in the workplace, encouraging them to embrace setbacks as part of their journey and empowering them to seize opportunities without fear.
Creative Idea
Women shared professional failures on LinkedIn, turning setbacks into empowering "Worth It Resumes."
L'Oréal's "Worth It Resume" campaign empowered women to publicly share their professional failures on LinkedIn, transforming setbacks into strengths and challenging the societal pressure for perfection, thereby recontextualizing the brand's iconic "Because I'm Worth It" slogan for the modern workplace.
Creative Strategy Deconstructed
Company
L'Oréal possessed a 50-year legacy of empowering women with its "Because I'm Worth It" slogan, providing a credible foundation for this new initiative.
Category
Professional networking platforms typically showcased only successes and achievements, fostering an environment of curated perfection and humble bragging.
Customer
Women felt immense pressure to avoid failure and maintain an image of perfection, often hindering their professional growth and risk-taking.
Culture
A cultural shift towards authenticity and open dialogue about mental health and setbacks created a receptive environment for vulnerability.
Company
L'Oréal possessed a 50-year legacy of empowering women with its "Because I'm Worth It" slogan, providing a credible foundation for this new initiative.
Category
Professional networking platforms typically showcased only successes and achievements, fostering an environment of curated perfection and humble bragging.
Strategy:
Empower individuals to redefine perceived weaknesses as sources of strength and growth, fostering a culture of authentic resilience.
Customer
Women felt immense pressure to avoid failure and maintain an image of perfection, often hindering their professional growth and risk-taking.
Culture
A cultural shift towards authenticity and open dialogue about mental health and setbacks created a receptive environment for vulnerability.
Strategy:
Empower individuals to redefine perceived weaknesses as sources of strength and growth, fostering a culture of authentic resilience.
Results
The campaign achieved significant results, including 76% of women inspired to dare more and 86% convinced that failures lead to opportunities. It generated +103.3M impressions on LinkedIn & Instagram and a massive 1.12B media impressions. As a direct outcome, L'Oréal now incorporates a new question in its recruitment process, asking each candidate to talk about failures that made them stronger. The campaign also garnered substantial media attention, being featured in publications like Forbes, which called it "Critical for advancement," Marie Claire, which highlighted "How to blaze a trail," and Hypebae, noting "L'Oréal Taps A-Listers To Celebrate Failure."
76%
women inspired to dare more
86%
convinced failures lead to opportunities
1.12B
media impressions
Strategy Technique
Flip the Conventional Wisdom
The campaign directly challenged the unspoken rule of only highlighting successes on professional platforms like LinkedIn. It encouraged a radical shift in perspective, making vulnerability a strength rather than a weakness.
Explore Technique
Creative Technique
Turn Failure into Success
The campaign directly encouraged women to reframe their professional setbacks as valuable experiences. By sharing these "failures" on LinkedIn, participants transformed them into powerful narratives of growth and resilience.
Explore Technique
Craft Breakdown
This campaign's craft shines through its revolutionary idea of reframing professional narratives on a key digital platform, executed with strategic digital prowess and compelling messaging.
The campaign ingeniously leveraged LinkedIn's native functionalities and social mechanics, turning profile posts and videos into a powerful, scalable medium for a collective movement.
The concise and empowering language used to define the 'Worth It Resume' and frame personal failures into narratives of resilience was crucial for the campaign's emotional resonance and call to action.
The campaign's profound impact comes from the seamless synergy between an audacious idea, its innovative digital execution on the chosen platform, and the crafted language that empowered a global community.
