Maybelline - Through Their Eyes

MAYBELLINE - THROUGH THEIR EYES

THE BRIEF

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.

THE APPROACH

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:

Establish purpose. We introduced the Maybelline Brave Together brand purpose platform to a gaming audience via a content piece featuring Click influencers that shined a light on the challenges that female identifying gamers can face when playing.
Engage with the audience. To build a meaningful connection and establishing MNY as an authentic player in the gaming space, Click built a fully custom Maybelline Fortnite experience based on the Maybelline brand and hosted an IRL tournament featuring Australias’s best and brightest female Fortnite creators.
Leveraging consumer trends & gaming cues to drive product sales. Click engaged gaming influencers to make both organic and content utilised within a paid media strategy to drive product sales.

THE RESULTS

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.