The Perfect Foundation For The Snapchat Generation by TBWA\ Singapore for Maybelline

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The Perfect Foundation For The Snapchat Generation

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Industry Makeup
Media Digital, Interactive & Mobile, Case study
Market Singapore
Agency TBWA\ Singapore
Creative Director Mohan Prabhakar
Art Director Roxane Wee
Copywriter Dan Chia
Released November 2016

Awards

Ame Awards 2017
Use of Medium Social Media: Singapore AME Silver Medallion
Products & Services Personal Items: Singapore AME Bronze Medallion

Credits & Description

Agency: Tbwa Singapore
Brand: Maybelline
Country: Singapore
Creative Director: Mohan Prabhakar
Digital Strategist: Ruth Lim
Senior Account Manager: Tammy Cheok
Art Director: Roxane Wee
Copywriter: Dan Chia
Strategy Executive: Elissa Wong
Senior Account Executive: Angie Leung
Synopsis:
This is a story of how Maybelline disrupted conventional cosmetic product advertising by cleverly demonstrating the efficacy and finish of our new Dream Velvet foundation, without needing to say a single word. Using a fresh take on beauty-related social videos, we tapped into young Singaporean women’s obsession with Snapchat selfies and positioned our new foundation as a real life Snapchat filter, gaining instantaneous resonance with our audience. As a result, we successfully broke through clutter and achieved phenomenal reach, engagement and shares on our branded content. Campaign Goals: Briefly list the objectives your campaign was created to meet. Three main objectives were used to measure success of our new product launch: Objective 1: Raise awareness for Maybelline’s new Dream Velvet Foundation. - Reach 400,000 unique audiences–equivalent to our total active Facebook target audience and 8.6% of Singapore’s digital population.- Achieve 3,260,384 impressions* acrossall campaign materials - Garner 85,714 completed video views * * Optimal projections calculated based on media inve stment and past campaign performance. Objective 2: Drive consideration for purchase. - Create buzz around product, achieving an overall campaign engagement rate of 12.86%*. - Drive 84,657 clicks * to Maybelline’s website and Facebook page for product information. *Benchmarked against past campaign performance. Objective 3: Increase sales of Maybelline’s new Dream Velvet Foundation- Reach sales equivalent to 75% of product units sold* for Maybelline’s popular Dream Satin Liquid Foundation. AMEs–Maybelline #BeYourOwnFilter(Use of Medium –Social Video)*As gel-based foundations are unfamiliar, achieving 75% the sales of amore established liquid foundation is a huge accomplishment.