Maybelline New York is a well renowned brand well loved by women all over the world. Despite a rise in the competition in the cosmetics market in India, Maybelline New York dominated the digital space in 2012 with spirited campaigns across Facebook. We worked towards an idea that was clutter-breaking in the cosmetics category to get women on our social media properties to sit and take notice, get educated and eventually have them use the unique products on offer by Maybelline New York in India. Engaging the large fan base in conversation and fun discussions was the biggest aim of our break-through campaigns. These fans always responded with quirky, crazy and comical insights that helped us build positive relationships with them. From asking Indian men to vent their frustrations against women, to women responding with ‘nude suggestions’ and also, throwing ‘nail it parties’– every interaction was intriguing and exciting! The year began with driving a campaign for Maybelline’s Bright Benefit (BB) cream: We got innovative. Never before was a product targeted at women marketed through men in the online space. We took a risky route and the real challenge was that the BB Cream was launched only via the Digital platform. Firstly, we provided a platform for men to express their grievances against women and eventually reveal the agitation those men had against women with the amount of time they take to get ready. Within 15 days the FB page reached 38,000 Indian men. We creatively maximized the constant battle between the sexes and created a fan page targeting men who believe in: ‘WTF- Women Take Forever!’ We introduced these responses to women on the MNY FB page and revealed a solution from Maybelline in a quirky way, to go ‘NUDE’ - a statement as well as the tone of the cream in question. This battle continued till the girls were ready to go nude with the all-new 8 in 1 BB Cream. 2,000 girls virtually revealed the BB Cream by unlocking the image, one pixel at a time, on the pixel application we created. The best feedback received came from sales: In Month1 the brand sold 75,000 units - equal to the sales of the Maybelline Colossal Kajal, its highest selling product in the Indian market. Then, we launched a traditional make-up product used by Indians, Kajal (an Indian term for kohl/eye-liner) that accentuates the beauty of a woman’s eyes. In the absence of a brand ambassador, we had every woman discover the ‘hero’ in her by introducing the Colossal Kajal as a bold & smudge-free product that personifies every Maybelline Girl. The campaign generated interest among fans with content pegs - ‘Who AM EYE?’ With the reveal – ‘EYE AM bold’ there were 98% positive reviews shared online. Fans also shared pictures of their eye artistry and 600+ pictures were uploaded with 50,000+ interactions on Facebook. Further, every Maybelline Girl was invited to host her own ‘LET’S NAIL IT’ party on Friendship Day! Fans signed up, tagged their friends and described their friendship. Friends got together, painted each other’s nails with Maybelline products as they celebrated their friendship. To welcome the flirty, fun & perfect lip balm product ‘Baby Lips,' more than 2,000+ Maybelline Girls changed their profile pictures on Facebook to their baby pictures. With these successful campaigns and growing fan base, Maybelline NY is undoubtedly one of the most popular women centric Facebook pages in India.
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