Love
Your Face
Maybelline
The Brief
In New Zealand, Maybelline is well known for its mascara, and its ‘eye’ category products perform extremely well. But the ‘face’ category (foundation, bronzers, concealers etc) hasn’t traditionally enjoyed the same success, due to low awareness and a lack of confidence around the best way to apply foundation.
And, as a ‘self-select’ brand, stocked on shelves in supermarkets and department stores, Maybelline can’t rely on personal service to help women get over these hurdles. So to drive sales, we needed to develop a campaign that directly addressed these issues.
Categories
- Artwork Studio
- Content Creation
- Content Production
- Creative
- Digital
- Social
Audience and insight
Our target market was 16 – 35-year-old women, who wear make-up. Fortunately we knew where to find them, because many view online content and vlogs (video blogs) on YouTube for make-up recommendations, tips and tricks.
Young women are also heavy social media users, who typically follow multiple make-up brands. But they’re time poor and fickle, so any information from brands in these channels needs to be done the right way or they’ll quickly look elsewhere.
The Concept
Maybelline don’t have the budget for nationwide make-up counters. So we created the next best thing – a ‘pick-a-path’ style customisable Youtube video featuring three make up experts with different skin types, that delivered highly personalised advice about the perfect foundation and complimentary products for the viewer’s needs.
This was also supported by in-mall activations and other social extensions.
The Execution
At the campaign’s heart was the Youtube video, which utilised Google technology known as ‘cards’ (which hadn’t been used in NZ before), to deliver mobile optimised video annotations.
This abbreviated over an hour of content into a tailored 10-12 minute selection on the device we knew our target market use most of all; their phones.
The interactive video vloggers started with help finding the perfect foundation match but also offered what was effectively a full face make-over with numerous other face products including primers, blushes, bronzers and more to finish the look.
With a bespoke recommendation made, women would then feel more confident about choosing and purchasing the right products in-store. So in essence, the video was the next best thing to having a beauty expert on-hand to assess your specific needs.
The Results
Ultimately the campaign performed beautifully:
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