Maybelline Promo, Case study BB KONG CAMPAIGN by Mindshare Beijing

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Industry Skin Care
Media Promo & PR, Case study
Market China
Agency Mindshare Beijing
Released September 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: L'OREAL CHINA
Product/Service: BB CREAM
Date of First Appearance: Sep 1 2010
Entrant Company: MINDSHARE, Shanghai, CHINA
Entry URL:
Strategic Planning Partner: Mingkwan Na Nagara (MINDSHARE)
Manager of Strategic Planning: Ada Li (MINDSHARE)
Partner - Invention: Alistair Lennie (MINDSHARE)
Head of Planning: David Johnson (L'OREAL)
Media placement: Television - Hunan Provincial Satellite TV, Provincial TV, Local TV - September 29, 2010
Media placement: Print - Consumer Lifestyle Titles - Mina, SCawaii, ViVi, Rayli, Easy, Mirror, Self, Marie Claire, Beijing Weekly, Sh - September 1, 2010
Media placement: Print - Dailies - Chengdu Economic, Shenyang Fashion Guide, Hangzhou City Express, Haerbin News Ev - September 30, 2010
Media placement: Online - Google, Baidu, RenRen, OnlyLady, YouKu, Tudou, AdChina, Yoka, PCLady, Rayli, QQ, - September 6, 2010
Media placement: Out Of Home - Campus Media Across 10 Cities (Tier-1 And 2) In China - October 1, 2010

Insights, Strategy & the Idea
We needed to reinvent MAYBELLINE’s image among University girls using a nascent product blemish-balm (BB). BB cream offered a more natural look vs. foundation that appealed to young women.

Korean brands had an edge as consumers saw TV actresses using these brands, but no brand had ownership of this category as they had not educated consumers on the benefits of using BB cream.

Our research showed that our consumer spent most of her time online and her decisions were extensively influenced by online communities. At an age where girls start using make-up, no brand was really engaging them to form life-long relationships.

Understanding this phenomenon, our idea was to tap onto a medium they were more familiar with, while leveraging on the influence of celebrity bloggers as faces representing MAYBELLINE. This idea ensured maximum engagement on a peer-to-peer level, so as to come across as more trustworthy.

Creative Execution
Our execution flew against the face of MAYBELLINE best practice and the route that other make-up brands took. Out went the young models that MAYBELLINE had used traditionally because they did not engage Chinese women effectively. Our female celebrity-bloggers had a more identifiable “girl next door” look, something that stood out in the cluttered make-up communication landscape. This immediately gave us significant, “street-cred” with the online community, allowing us to change their initial perceptions of MAYBELLINE BB cream.

To ensure consumer connection, our chosen bloggers had a minimum following of one million each. They were featured on TV, print and online executions, which were shared and used to engage the online community.

Crucially though, without contractual obligation, each blogger wrote extensively about their product experience during the campaigns. This ensured authentic recommendations and feedback about brand and product over social media platforms even before the campaign launched.

Results and Effectiveness
MAYBELLINE BB cream wasn’t just a hit; it became the creator and dominant owner of the BB cream category in China after this campaign.

BB cream unit sales increased 6 times with regards to this campaign. And the MAYBELLINE brand benefitted as well with a significant halo effect across their portfolio. MAYBELLINE brand revenues increased 12% compared to 2009. This result was the largest sales increase in MAYBELLINE China’s history.

Our four bloggers for MAYBELLINE generated a total of 65 million direct impressions and in the social media space reposts generated a further 650 million impressions.