Maybelline "Bloggers Make Up Party" Campaign

Campaign Title - Maybelline Bloggers Make Up Party

Client - L’Oreal Malaysia Sdn. Bhd.

Product - Maybelline Watershine 3D Collagen Lipstick

Summary

With the nature of the Lipstick market set in an already saturated environment, Maybelline Watershine 3D Collagen needed something that would stand out enough to be the talk among our younger target audience. We saw an opportunity as blogging and blog reading as a trend has been soaring in Malaysia but little has been done by the cosmetic category to leverage on this opportunity.

A “Make Up Party” for young fashion bloggers in Malaysia was designed to hype the Maybelline Watershine 3D Collagen Lipstick to our target audience and revive the interest of this product that is dipping in sales. The popularity and buzz created by the Make Up Party exceeded our expectations and became the hot interest among our target audience as proven by the product’s organic search ranking as top in Malaysia’s top 2 search engine over the campaign period.

Campaign Background and Marketing Objective

The Maybelline Watershine 3D collagen sales has dipped since its launch prior to this campaign. The brief came from the client to revive the interest for the brand targeted at urban young females before the client’s can proceed with their sales promotion.

However, the given budget was very low. We faced a huge task for not being able to communicate via mainstream media , while competing with competitors who had much more share of voice in the market at that period due to larger budget, not forgetting that the lipstick market is reaching saturation.

Campaign Strategy

Maybelline has never explored beyond traditional media, and we saw an opportunity to introduce Maybelline Malaysia to the digital space. With the revival campaign for Maybelline’s Watershine 3D collagen, we saw an opportunity to inject buzz, excitement and hype to the brand among the younger target audience who are heavy online users.

The idea of engaging bloggers emerged because of 2 reasons. Firstly, the majority of our target audience spends most personal time engaging in blogging and reading blogs. Secondly, popular bloggers are highly influential when it comes to styles and opinion in Malaysia.

Due to the limited budget and the need to create interest and buzz, we chose to work on a project with young beauty bloggers who had high traffic to their blogs to amplify the product. In order to stand out, the campaign needed to go beyond the regular product advertorial/ blogger- endorsed method.

Campaign Concept

To bring alive the Maybelline lipstick product experience and instead of merely sending out press release, we engaged 6 top bloggers specializing in fashion and beauty and invited them to the first Maybelline Make-Up party.

The Make Up Party was a mini event where we allowed the bloggers to have a great time trying out Maybelline product and simply, being pretty!

Campaign Execution

The campaign kicked-off with Maybelline’s first ever make-up party for all the bloggers to get together and meet for the very first time. We hosted the event while a professional make-up was generously provided for these bloggers.

2 of the bloggers focused on beauty & cosmetics to write four weeks’ worth of content around the brand, product and personal experience, and 4 popular, high-traffic bloggers to drive traffic via their blog posts to the 2 former blogs.

Microsite

Results

The bloggers had so much fun that in the end, the campaign resulted in 6 product reviews, all entailing details of the Maybelline make-up party. Not only was our client ecstatic about the outcome, we pleasantly discovered a heightened request by other female bloggers for another make-up party.

Maybelline and its Watershine 3D Collagen product became Top 10 of organic search on both Google and Yahoo! due to the popularity of the blogs after the event.