BRAND:
MAYBELLINE NEW YORK
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
1/6/2023 - 31/8/2023
CREDITS:
AGENCY - XYZ SAIGON
CASE STUDY VIDEO
STRATEGY
After dominating the Foundation market, Maybelline sets its sights on its next mission: To strengthen the leadership position on the market. This time, the brand introduces Fit Me Fresh Tint—a foundation for teens that provides a safe and lightweight glow every day.
For the product launch campaign, it is crucial for Maybelline to raise awareness among the target segment, which consists of 16 to 20-year-old youngsters, also known as young Z. With Fit Me Fresh Tint, Maybelline aims to highlight the equity revolving around 'Everyday,' 'Safe & Skincare hybrid'...
However, Maybelline encounters a real challenge: Vietnamese Young Z is clueless about makeup. At that age, their makeup look is all about lipstick that they borrow from their mom. Very few know about mascara or concealer, let alone choosing a suitable type of foundation.
This shortage creates a significant gap between young Z customers and Maybelline. So instead of selling straight to the youngsters, we realize that we have to first trigger their interest, making them curious about the initial steps into the makeup world.
An edutainment campaign is then defined as a strategic solution, where Maybelline seamlessly incorporates product education into a very relevant and familiar concept with Young Z - SCHOOL.
But how does Maybelline make it work?
INSIGHT
Approaching the Young Z girls—the generation increasingly focused on appearance—we find out they are facing a dilemma.
On one hand, these young girls prioritize authenticity. They want to look pretty and cool among their peers. However, almost all school rules don’t allow them to wear makeup.
The insight creates an interesting opportunity for Maybelline. With Fit Me Fresh Tint, Young Z now has a getaway when it comes to school makeup - something that helps them to appear fresh, yet maintain a natural look, and most importantly, can last all day. With Fit Me Fresh Tint, Young Z’s mornings are now filled with excitement, confidence, and fun.
CREATIVE IDEA
Adding some serious physics vibes, Maybelline introduces the concept of 'The Conservation Law of Freshness’. This innovative idea conveys the message that freshness is everlasting, transferring seamlessly from Maybelline's Fresh Tint to one's appearance. Coupled with a catchy and addictive melody, Young Z has no option but to remember and be obsessed with the freshness!
The look is also the highlight of the campaign. Fit Me Fresh Tint dominates with a bright shade of orange - the epitome of freshness and Vitamin C, which are the product’s key features. Moreover, the formula's visual cues are prominently featured throughout the campaign, reinforcing its school-related theme.
Additionally, to further amplify the campaign's impact, Maybelline engages in a collaboration with HIEUTHUHAI, a cherished figure among Vietnamese Young Z. Despite the rarity of male Key Opinion Leaders (KOLs) endorsing beauty products for girls, HIEUTHUHAI's fresh style and extensive appeal within the community prove to be a significant asset to the campaign. However, Maybelline's efforts don't stop there.
The brand also partners with over 150 beauty influencer profiles in three categories: Skincare, Beauty, and Teen influencers, seamlessly blending makeup tips with everyday content. This approach not only adds depth to the campaign but also creates an atmosphere akin to a relaxed hangout session, fostering a deeper connection with the target audience.
CONNECTION PLAN
The campaign covers a wise and purposeful strategy of using KOLs and influencers to generate business results.
First, the product is launched in collaboration with HIEUTHUHAI, a famous and young Vietnamese rap artist. HIEUTHUHAI leads the campaign with a catchy song about 'The Conservation Law of Freshness,' conveying the message about the 'Fresh' and 'Everyday' qualities of the product. This successfully captures the idol culture of young Z girls, and combined with the significant buzz generated by HIEUTHUHAI, it effectively grabs the audience's attention at the beginning of the campaign.
The success of the campaign is further underscored by Maybelline's collaboration with numerous content creators and influencers from the young Z demographic. Given the scarcity of beauty influencers within this age group, Maybelline innovatively adopts a new strategy to connect with their target audience by strategically addressing young Z's concerns: Safe on skin, How to use the product, and How to achieve a natural and fresh look. Next, Maybelline helps solve each concern by joining forces with three types of beauty content creators: Skincare, Beauty, and Teen lifestyle influencers, breaking free from the usual beauty crowd.
But Maybelline is not just showcasing; the brand is also selling. Each piece of content includes e-commerce links, whether it's a bundle or a single product.
After garnering sufficient attention, Maybelline concludes the campaign with several lead generation tactics. These tactics involve utilizing diverse social media channels such as Facebook and TikTok, featuring credible reviews from influencers, and live streaming.
Last but not least, Maybelline hits up stores. They transform spaces with meet & greet concepts, where teens can meet their social idols, attend No-makeup Makeup 101 lessons, and grab Maybelline Fit Me Fresh Tint. From online to offline platforms, Maybelline left no stone unturned in reaching young Z.
OBJECTIVE-BASE KPI
On the first debut with Young Z, Fit Me Fresh Tint has fulfilled both business & communication results. The product successfully approached 16-20 year-old girls, changing their perception and encouraging them to equip themselves with freshness before every morning going to school.
On Social Media, Fit Me Fresh Tint achieved:
- 150 million TikTok views
- Over 300% return on TikTok ads spent
The campaign also successfully engaged:
- 100 skincare profiles
- 150 makeup profiles
- 100 young Z social idols (who are non/light MU users)
The results on E-Commerce were also on-par:
- Jun-Aug/23 159% Target
- #2 Fit Me Tint on Shopee
- #2 Popular FDT on Lazada #1 Trending & Best Selling FDT on TikTok Shop
