The L’Oréal Nordic Media Framework
Overview
The Nordic Full-Funnel Media Framework is a practical approach to planning and running media across the Nordics. This framework is designed to balance brand building with measurable commercial outcomes, ensuring that every channel has a clear role, every campaign follows the same structure, and media investment supports both long-term brand equity and short-term growth objectives.
Rather than planning media channel by channel, the framework organises activity around the consumer journey, including from first exposure and product education, to longer term purchase and brand affinity. This creates consistency across markets, while allowing flexibility based on product type, launch scale and retail priorities.
Framework Structure
The framework is built around three core funnel stages:
Upper funnel (build)
Mid funnel (educate)
Lower funnel (convert)
Each stage has a clear objective, defined channels and specific types of content, ensuring media activity works together rather than in isolation.
Upper funnel activity focuses on creating awareness and desire at scale through channels such as YouTube, online video and high-reach paid social, introducing the brand or hero product and establishing strong mental availability. Mid funnel activity deepens understanding and preference through paid social sequencing, creator content and longer-form video, helping consumers understand key benefits, usage and relevance.
Lower funnel activity captures existing demand and drives sell-out through search, retail media and conversion-focused paid social. Messaging at this stage prioritises availability, value and proof points, ensuring a clear and direct path to purchase.
All campaigns operate across the same structure, with investment weighted differently depending on whether the objective is a major launch, a retail push or ongoing portfolio support.
How The Framework is Used
This framework is not built for a single product or campaign, but is used across all activity. Each product launch, campaign or retail push plugs into the same structure, with different weightings applied depending on the objective.
A major hero launch will place more emphasis on upper and mid funnel activity, while a trade-driven moment will increase lower funnel investment. Always-on portfolio activity maintains lighter coverage across all stages to support consistent demand and brand presence.
Measurement & Optimisation
Measurement is built into the framework from the start. Performance is reviewed weekly to optimise delivery and monthly to assess learnings. Insights are used to adjust channel weighting, creative messaging and investment levels across markets. This ensures media decisions are driven by evidence rather than habit, and learnings from one campaign directly inform future activity.
Why this Works
This framework brings clarity and discipline to media planning. Every channel has a purpose, every campaign follows the same logic, and investment decisions are easier to explain, optimise and scale.
By aligning brand storytelling with performance outcomes, the framework supports stronger launches, healthier ongoing performance and more effective use of media budgets across the Nordic region.