MAYBELLINE - THROUGH THEIR EYES
In order to further cement their position, as one of the highest penetrated makeup brands in Australia, Maybelline looked to drive loyalty and meaningful connection with a youth audience, who were lagging behind their cohorts in terms of MNY mascara penetration. The challenge was how to connect the MNY brand with Gen Z, a generation consuming media differently, and who are highly active within the gaming community.
A truly collaborative approach, Click worked with Maybelline’s creative, media and social purpose agency partners to created a multifaceted campaign aimed at truly making a difference to women within the gaming space. There were three key levels to the campaign:
The campaign was a resounding success, winning a Cannes Silver Lion within the Social Purpose category. The social research video had a reach of over 750m with extensive organic media coverage.Maybelline saw an increase in all brand equity metrics and increased their market share even further within the mascara category.