L’Oréal Spain Influencer Marketing Case Study

Within L’Oréal Spain’s sophisticated influencer marketing ecosystem, spanning multiple brands and activation models, the team identified a key challenge when managing paid partnerships: the need to streamline workflows, unify reporting, and clearly separate organic from paid influencer performance to enable true optimization and transparency.

Without that level of visibility, influencer campaigns couldn’t fully feed into L’Oréal’s marketing mix modeling system, designed to measure the business impact of media investments.

This insight led the team to implement the TikTok One–Traackr integration, a solution designed to centralize TikTok campaign management workflow, automate the capture of paid and organic results, and create one consistent source of truth across media and influencer activities. 

By connecting both ecosystems, L’Oréal Spain set the foundation for a more measurable, efficient, and professionalized approach to influencer marketing.

The objective was twofold:

• Simplify execution by managing all TikTok collaborations and Spark Ads directly within Traackr, with automation ensuring compliance and streamlined approvals.
• Enable optimization through visibility into the organic vs. paid split, mirroring TikTok Ads Manager performance and informing better budget allocation across future campaigns.

This integration aimed to create a single, auditable workflow from creator collaboration to paid amplification, giving both brand and media teams one source of truth.

From Concept to Execution: L’Oréal Professionnel as the Pilot Brand

To bring this initiative to life, L’Oréal Spain chose L’Oréal Professionnel as the first brand to test the integration.
The pilot was launched during the relaunch of Metal Detox, one of the brand’s most iconic ranges, providing the ideal testing ground for a full influencer-to-media workflow.

Through the Traackr x TikTok One integration, the team could:

• Request & Access Spark Ad codes directly in Traackr, eliminating manual exchanges between creators and agencies.
  
• Track organic and paid views side by side, seamlessly aligned with TikTok Ads Manager data.
  
• Feed both sets of metrics directly into their MMM, allowing for granular correlation.
  

Traackr’s Data Reflecting 100% Match with TT Ads Manager

TikTok Ads Manager Data from L’Oreal Spain: 

The setup was collaborative:

• The brand team defined the overall strategy and managed creator selection directly within Traackr.
• The partner agency seamlessly executed boosting operations, including Spark Ads authorizations, through Traackr’s Campaign Management module.
• The media team then activated the corresponding content in TikTok Ads Manager, ensuring full alignment across all parties.
• Throughout the process, Traackr served as the central data layer, connecting influencer, agency, and media workflows within one unified system.
  

This integration immediately simplified workflows and brought clarity to performance reporting providing: 

• Full transparency into paid vs. organic results, ensuring accurate ROI modeling.
  
• Faster activation, with fewer manual steps and no data duplication.
  
• Alignment between teams, creating one consistent measurement framework.
  

As Paula Luengos, Brand Manager for L’Oréal Professionnel Spain, shared:

“Not only is it a great time saver, but having the split between organic and paid performance is critical for us as we aim to continuously optimize for our spend allocation at every level.”

And Javier Arnedo, L’Oréal Spain & Portugal Media Lead, confirmed:

“Comparing campaign results between the TikTok ad account and Traackr, the Video Views data matches. I also checked whether the investment per influencer in the ad accounts matches the cost shown in Traackr, and it’s spot on 🤩.”

Cristina de la Osa (Agency Partner) also shared:

“The integration was smooth, fast, and efficient, significantly streamlining the boosting process and making reporting much easier.”

Results: Standardization, Transparency, and Future-Ready Measurement

The L’Oréal Professionnel pilot proved the success of the integration, achieving:

• A standardized boosted content performance vs organic split identical to TikTok Ads Manager
  
• Visibility on influencer media spend (Boosted Costs, and Boosted Dates)
  
• Seamless reporting into BetIQ, powering future MMM insights.
  
• Positive feedback from creators and agencies, citing faster processes and easier boosting workflows.
  
  

Beyond performance, the greatest success was strategic: L’Oréal Spain now has a replicable framework to scale across other brands and markets, ensuring influencer marketing is measurable, auditable, and fully connected to business outcomes.

This initiative represents a new phase of maturity for influencer marketing within L’Oréal Spain: A shift from campaign execution to data-led governance and optimization.

By introducing the TikTok One –Traackr integration, L’Oréal Spain set the foundation for:

• Global consistency in creator performance tracking.
  
• Accurate paid vs. organic measurement, directly comparable to ad platforms.
  
• Optimized budget efficiency, with better media-to-influencer allocation.
  

As other L’Oréal brands and markets adopt this model, the organization moves closer to a unified, professionalized influencer marketing ecosystem, where every creator investment is measurable, comparable, and strategically optimized.

Key Takeaways

• Challenge: Fragmented data and lack of organic vs. paid visibility limited ROI measurement.
  
• Solution: Integrate TikTok One with Traackr to automate workflows and unify reporting.
  
• Pilot: L’Oréal Professionnel Spain tested the integration during the Metal Detox relaunch.
  
• Impact: Actionable measurement that optimizes spend and helps sharpen strategy with a clean paid-vs-organic split to reallocate budgets with confidence, ops-grade alignment that speeds reporting, and BetIQ integration to unlock deeper MMM insights for future planning.
  
• Next Step: Scale the integration across brands and markets to standardize governance and maximize influencer ROI.