L'Oreal Singapore Pte Ltd

TBWA\Singapore *Lead Agency

Mohan Prabhakar/ Creative Director/ TBWA\ Group Singapore
Roxane Wee/ Art Director/ TBWA\ Group Singapore
Dan Chia/ Copywriter/ TBWA\ Group Singapore
Ruth Lim/Digital Strategist/Digital Arts Network
Elissa Wong/Strategy Executive/Digital Arts Network
Tammy Cheok/Senior Account Manager/TBWA\ Group Singapore
Angie Leung/Senior Account Executive/TBWA\ Group Singapore

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 having to say a single word. By tapping into young Singaporean women’s obsession with Snapchat selfies, we positioned our new foundation as a real life Snapchat filter, gaining instantaneous resonance with our audience. We broke through clutter to achieve a total reach of 1,096,031 unique audiences, equivalent to 23.5% of Singapore’s digital population. Most importantly, our campaign helped Maybelline exceed sales target by 130%.