Maybelline New York developed a new eye shadow product—The Nudes Palette—and faced a challenge in marketing it to the masses.
Sales in the prestige makeup market had been steady, but sales for mass-market brands, particularly in the eye shadow category, had entered in decline at the start of 2014.
Maybelline had to find a unique way to bring The Nudes Palette to market in a way brought excitement to the category, and was uniquely Maybelline.
The brand’s strategy was to capitalize on the nude makeup trend in the fashion world and drive the message home by making it accessible to women everywhere.
01 THE SOLUTION
To build mass awareness, we looked to build a cult following of their product right from the start.
To do this, we needed to: (1) reach the right audience at the right time, (2) embrace the most compelling social and media platforms, and (3) highlight the strong leadership of Maybelline New York.
The solution was "Dare to Go Nude”—a campaign encouraging our audience to consider nude shades not as a “boring” color options, but rather a bold new way to express your true self.
Here’s how we did it:
Our strategy began in mid-July with the release of a short film co-created with VICE's fashion culture pub, i-D Magazine. The video played up the duplicative meaning of “Dare to Go Nude,” featuring interviews with models Jourdan Dunn, Staz Lindes, and Devon Aoki.
Understanding our target’s affinity for beauty tutorials, we recruited 13 popular beauty vloggers to bring the message to life. We challenged each to create a how-to video of their signature look using the Nudes Palette. Two weeks after the teaser, we introduced all 13 YouTube videos and housed them on a microsite, along with vignettes to give viewers a peek at their inspiration and process.
Our paid media focused on bringing this content to the fashion and beauty enthusiasts who would be excited about the product’s versatility and affordability. Along with a YouTube homepage takeover on launch day, we executed multiple high-impact site takeovers on the same day. We served the multiple videos through re-targeting tactics and high impact video units to encourage continued engagement throughout the campaign.
02 The Results
Maybelline set out to create a heat moment around the launch and build consumer awareness and desire for this prestige-inspired product.
– In the first four weeks, the campaign garnered 9MM organic video views and a total of 39.3MM views, exceeding Maybelline’s forecast of 4MM views tenfold.
– The i-D Magazine “Dare To Go Nude” film generated more than 1.8MM+ views on YouTube, with an average play through of 54%.
– The YouTube homepage takeover delivered 140MM+ impressions, beating Maybelline’s benchmark of 104MM, and garnering 1.4MM+ clicks to the campaign experience at maybelline.com/thenudes.
– Social media impressions reached 13.6MM engagements across Twitter, Facebook, Instagram & Tumblr.