While much of day-after chatter regarding the 2018 Golden Globes is about the show’s focus on sexual harassment and all-black dress code, one advertiser — L’Oreal Paris — was a big winner in the Jan. 7 show, according to marketing technology company Amobee.
L'Oreal Paris aired an ad starring new brand ambassador Winona Ryder. It featured a tagline aligning Winona Ryder's acting comeback — in the hit Netflix series “Stranger Things” — with the potential for damaged hair to make a comeback, too.
"Everyone loves a comeback,” the proclaimed. “Damaged hair deserves one, too."
According to Amobee, the ad has attracted nearly 300% more digital content engagement around L'Oreal Paris since it aired in the Sunday Globes telecast on NBC.
This interest is likely because people are happy for Ryder's "Stranger Things" comeback and because of the unusual comparison between Winona's career and damaged hair, says an Amobee spokesperson. The ad has also sparked positive interest from traditional news publishers, including US Weekly, Huffington Post and the Daily Mail.
Among the various awareness hashtags affiliated with the show, #TimesUp is the most popular. On Jan. 7, there were 175,600 tweets around the hashtag #TimesUp; 59,200 tweets around the hashtag #WhyWeWearBlack, and 43,600 tweets around the hashtag #MeToo.
All three tweets are related to gender and harassment.