L’Oréal Paris is betting on “The Devil Wears Prada 2” through an official partnership that spans TV ads, OOH advertising, social campaigns, consumer eventing and product placement in the film.

L’Oréal officially announced the partnership in March through a commercial that debuted during the Oscars, which drew more than 17 million viewers this year. “It was a huge, huge success and [created] huge buzz,” Branik said. “We also dropped it on social [media] that night, and we had more than 7 billion impressions in one night.”

The commercial starred L’Oréal Paris spokespeople Kendall Jenner and Simone Ashley, set in the movie’s fictional “Runway” magazine offices. Similar commercials were released in the subsequent weeks starring L’Oréal spokesperson Isabella Rossellini and actress Pauline Chalamet, who joined the franchise for the sequel alongside Ashley.

“It’s the first time we’re doing something so big,” Branik said. “We have done product integrations before, but this is a whole new level for us.”

Branik sat down with podcast host Lexy Lebsack to walk through all of the details of the campaign, ways its success may lead to similar investments for L’Oréal Groupe and best practices for navigating product placement.

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