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Maybelline New York
Viral video "SO DIFFERENT SKINS"

RAN IN: Russia

CLIENT
L'Oreal CJSC

AGENCY
McCann Moscow *Lead Agency


Goodfellas Production


SUMMARY

Сompetition in the budget segment had become much tougher which could adversely affect the brand Maybelline that played in the “above average” price segment. Therefore, it was necessary in the shortest possible time to build a strong in sub-brand the budget-friendly segment. For this purpose, Maybelline chose the most affordable sub-brand in its portfolio, Fit Me, that was nevertheless 30% more expensive than the competitors. In its distinctive stirring musical manner Maybelline addressed the 'Generation Selfie ' with an idea of individual nature of beauty and skin tones, which instantly resonated with audience and helped strengthen the leadership of Maybelline.

CASE VIDEO


Audience: Young girls of 15–19, senior school or first-year college students. Regularly use foundations to conceal skin imperfections. Active users of YouTube and other social media.* They absolutely do not trust advertising: when buying, they are guided primarily by the advice of friends, reviews in social networks and only 5% listen to advertising. ** Moreover, they often even install special software to block advertising on the Internet. *RosIndeks, 2Q 2017, women 15-19 y.o., cities of +100 thousand. **Magram MR & PBN H + K “Young & Younger”, May 2017

Objectives: Commercial objective: By growing Fit Me, which showed a negative trend (–27.5%)* strengthen the leadership positions of Maybelline in foundations market in order to offset its fall (-23%)* as soon as possible. Measurement tool: AC Nielsen market research (Maybelline and Fit Me shares in value and volume). Brand image objective in digital: To attract attention of the audience to Fit Me advertising by engaging in communication. Measurement tool: Level of audience interaction with advertising content (total views, viral views, percentage of watching to the end) *AC Nielsen, Nov-Dec 2017, Sep-Dec 2017, volume

Type: B2C

Language: English, Russian