AGENCY
Olexandr Khmyrov, Executive producer, Director,TV labOlena Gusak, Alina Producers,TV lab Viktoria zaliznyuk, Producers,TV lab
Matochkina Alina, Producers,TV labNikita Bulgakov, Director ,TV labKatya Tyurina, Director,TV labKatya Miazova, Director ,TV labRuslan Mingazirov, DOP,TV labAndrew Yakovlew, DOP ,TV lab
Dmitry Pustovarov Editor,TV lab
Zenith
SUMMARY
The category of make-up cosmetics in Ukraine is highly differentiated and is represented by a huge number of brands that are fighting for popularity among users. The threat from own brands of trading networks and direct sellers via catalogs constantly grows. For Maybelline New York it was increasingly hard to keep the leadership position in the category of make-up cosmetics, which reflected in the decline in market share in 2016. Also, according to the results of the study, it turned out that the consumer is not ready to pay more for the value of the brand, believing that its products could be cheaper. Increasing the value in the perception of the consumer was possible only through strong image support and the formation of an emotional connection with the brand. For successful communication with the goal of retaining market leadership and building the image of Maybelline New York, standard communication with high coverage was not enough. That's why we used the insights of our audience to build a single communication platform that would convey the brand positioning and help build a connection with the consumer. The main media channel for our audience of young girls is digital, and preference for online time spent - watching videos with relevant content. The main channel for video consumption is YouTube. That's why we decided to create video content with the coolest brand ambassador and use YouTube brand channel as the main point of contact with the audience. Make-up lessons, fun product videos, engaging contest mechanics - all this together was so interesting to our audience that the growth of YouTube channel and involvement in content surpassed all our boldest expectations! We can proudly say that thanks to a set of solutions based on the study of the motives and interests of the target audience, the brand managed to achieve incredible business results, as well as media efficiency indicators.
