How L'Oréal Paris Turned Comments Into Purchase Intent With Manychat
Creator campaigns are excellent for driving reach, engagement, and product discovery.
But there’s often a missing step: the moment between interacting with content and deciding to buy.
That’s exactly where L'Oréal Paris in partnership with Spark and Manychat, built a conversational strategy for the Elseve Spider Effect campaign in Brasil.
The entire activation took place across multiple creators’ Instagram profiles, with one goal: turning interest into action through a simple and natural experience.
By connecting content, automation, and direct messages, the campaign created an easier path for consumers showing purchase intent, bringing the brand closer to its audience at a critical moment in the customer journey.
But of Course, There Was a Challenge
The traditional influencer marketing model typically follows a familiar logic:
Reach drives engagement → engagement creates expectations of conversion.
The problem is that likes, comments, and views don’t always reveal who is genuinely interested in making a purchase.
For L’Oréal Paris, the opportunity was to create an intermediate layer between engagement and conversion: conversation.
What does that mean in practice?
It means creating an experience capable of identifying signals of intent in real time and turning interactions into meaningful opportunities for engagement and purchase.
Elseve Collagen Lifter: The Strategy
The Elseve Collagen Lifter campaign, by L’Oréal Paris, used Manychat’s Instagram DM automation to turn comments into one-on-one conversations.
The flow was simple:
The creator showcased the product in their content.
The user commented on the post to receive the offer.
Automation started a direct message conversation.
The consumer received product information, and the journey continued through an ongoing conversation.
This approach made it possible to identify users with clear purchase intent and guide them through an experience closer to the decision point, without requiring them to leave the environment where they were already engaged.
Luciana Borgatto
The Strategy in Action
The activation brought together partner creators in an integrated content and conversation strategy.
Across two complementary phases, the campaign used comments as an entry point to identify intent and start individual conversations on Instagram.
The goal was to encourage product trial and purchase through a simple journey built within the environment where the audience was already engaged.
Comments on posts acted as intent triggers. From that moment on, automation handled the next steps, delivering a consistent experience to thousands of users simultaneously.
Beyond scalability, the platform’s flexibility allowed the execution to be adapted to each creator’s unique style while maintaining the campaign’s identity and ensuring a seamless audience experience.
Conversation Is the Key to Conversion
The results showed how conversation can serve as a bridge between interest and action.
Throughout the activations carried out by L'Oréal Paris in partnership with Spark and Manychat, the conversational strategy generated:
12x more comments, with 7x fewer posts, compared to the campaign’s highest-activation day;
34% Intent Rate
76% average CTR across sent messages
These numbers show that a significant share of the audience did more than simply engage with the content—they chose to continue their journey through conversation.
When intent was met with a simple next step inside direct messages, most users moved forward to the next stage of the experience.
Individual creator results reinforced this behavior, with some profiles recording intent rates above 70% and CTRs exceeding 90% on offer messages.
Assumptions Confirmed
Intent Needs to Be Visible
The data showed that the way a call-to-action is presented directly influences user participation.
Creators who placed greater emphasis on the invitation to comment and receive the offer achieved higher participation rates in the conversational experience.
Conversations Perform Better When the Next Step Is Clear
The analysis indicated that more action-oriented follow-ups could drive even stronger results.
When conversations provide a simple path forward, users are more likely to continue their journey.
Scale Doesn’t Have to Compromise the Experience
The campaign demonstrated that it’s possible to manage thousands of interactions consistently while maintaining relevance for users and operational efficiency for the brand.
What Does This Mean for Other Brands?
We already know consumer behavior has changed. The challenge is keeping up with those changes and creating experiences that make sense within them.
People discover products in their feeds, ask questions through messages, and move forward in their journey through conversations.
That’s why creating simple paths between attention and action has become an essential part of modern marketing strategies.
The L'Oréal Paris campaign showed how a conversational strategy can amplify the value of creator marketing initiatives by identifying intent in real time and transforming interactions into measurable opportunities.
The campaign generated reach, conversations, and opportunities to build stronger audience relationships.
Rather than simply tracking engagement metrics, brands can build journeys that bring consumers closer to purchase decisions and make intent more visible throughout the process.
As we often say: content attracts. Conversation converts.