First of all, GenZ is skeptical of brand voice, 99% of Generation Z consumers have admitted to frequently skipping ads & nearly two-thirds (63%) of Generation Zs use ad blockers to avoid online adverts. Also, we found that Genz is now inspired by real voices, they prefer micro influencers or even KOC (key opinion consumers) who could fit into their “social bubble" and who they can trust to provide authentic review. Thus, we convince them by bringing 300++ peers to talk with them throughout the campaign. 

Secondly, GenZ loves TikTok & music. According to Decision Lab (Mar, 2019), 55% of GenZ now is using TikTok in Vietnam. So we focused on TikTok - the powerhouse platform where GenZ reigns supreme and is heavily swayed. 

Last but not least, our consumers are high-life aspirers who work hard, play hard & make change. We call them “Mấy Bé Lì”, who are resilient in life and extreme in style. GenZ are also digitally aware and savvy from the get-go. So, to keep up with this fast generation, we need to be prompt and proactive.

The steps are now clear for Maybelline to win over GenZ. 

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Gen Z is a Multi-generation. They have multiple roles, passions, styles & professions. Thus, they say NO to an everyday makeup-look that suits them the most. They call for many appearances to broadcast their diversified chosen identities. That's indeed their Lì-DNA. Tapping to this distinctive insight, MNY offers experimental beauties as instant, as many & as daring as GenZ wants.

So with that, we came up with the idea “Thiên biến Vạn Sắc Lì”. “Thiên biến” is to transform with the power of expressive makeup and “Vạn Sắc Lì” is to convey the multiple “Lì" lifestyles of GenZ. 

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Don't stop there, to successfully create a simple buyer's journey,  mobile was at the center of our campaign with 89% media budget. For the first time ever, we just allocated 25% investment in Youtube Music videos for thematic & 75% investment in KOC's video on TikTok to deliver product review & tutorial contents to a mass audience. 

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Firstly, bursting in awareness: We applied a Youtube mix between Reach & View optimization. We  just ran a massive reach in the 1st week & peak day of the campaign was booked by Tiktok Top view ads.

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Then, sustain in conversion: 

• We applied branded ads (Push incremental reach/view on influencer content after getting full organic results) on Tiktok with retargeting consumers who reached in Awareness phase to establish a viral product launch and nudge users to interact with the brand via User-Generated-Content (UGC). 

• To close the loop and drive purchase on Maybelline Ecommerce store, we used retargeting & purchased ads strategy by applying the diversified ads touchpoints:

• For off-site Ecommerce traffic visibility, we leveraged Facebook CPAS & Tiktok conversion ads. Not only we made use of music inspiration & ambassadors’ image in full force but also we applied Tiktok instant ads to inject relevant product catalogue to audience for purchase convenience. 
• For on-site Ecommerce traffic visibility, we invested media in Visibility banner, CRM, Search ads, Shopee channels to reach our audience.

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For the campaign to come alive & win conversion rate, everything has to be “Mobile-friendly" & “Content-driven commerce". 

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Firstly, we raised curiosity by promoting MV on long-form platform (Youtube) to build a thematic awareness. 

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Secondly, we used Tiktok as a key weapon to attack GenZ & convert MV long form to a series of mobile-friendly videos with strong product placement. In this stage, we built a KOC-focused Hyper Funnel that goes booming from Awareness to Conversion on Tiktok with the key weapon KOC, or Key opinion consumers, that unlike typical awareness-only Tiktok campaigns before. 

In the top funnel of  Awareness, we used GenZ’s top Tiktok content ever - music, with striking visuals & influential appearance of  4 every-GenZ representatives: The viral factor (Mỹ Anh), the Z embodiment (Nân), the advocate for girl's beauty (Low G) and the face of makeup (Bling Baby). Also, with the ambition to drive sales significantly this year, we brought Bling Baby - the most impactful beauty peer of Vietnamese Z on Tiktok, who was a popular KOC playing a role of brand ambassador in the key asset for the first time ever. They had the combined social media followers of 1.892 million. Starting with a full MV on Youtube, we then spread to Tiktok with short-forms. 

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Maximizing the power of KOCs hub on Tiktok, Bling Baby as an ambassador and a leading KOC inspired and recruited 300+ KOCs to spread the thematic message with transformation videos using MV’s music. 

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For the lower funnel of Conversion, Bling Baby continued to lead 300++ KOCs to create 1500++  “product extreme tests” to drive sales. Those product test videos directed users to the brand's ecommerce site from Tiktok, attracting  with irresistible promotions to trigger product trials & purchases. 

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In a short period of 2 months, the result was transformative as bellowed:

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1/ Sales result uplift:

For Market share & Sales power, the credit went to KOC Hub power. In April 2022: 

• Super stay foundation, Hyper Sharp Reno & Cushion matte become the top makeup brand on Shopee.  

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2/ Quality Buzz Generated 

For Brand awareness after campaign, we went viral on Social media

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3/ Brand Health Check 

For must-win brand associations, after campaign: 

• “Brand that shows me how to makeup", “Brand that I trust”, “Brand that delivers long-lasting results" & “Daring" have shown a significant increase in brand points.   

(Data from Kantar, July 2022)

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