Why is this work relevant for Brand Experience & Activation ?

Cosmetics brands are always portraying and/or using women’s point of view to talk to women. We want to break the mold by using unexpected way to communicate with them. We believe this will bring more excitement to brand & product activation and make the brand even more trust-able.

Background

Making brow is important to frame the face. But the thing is, making brow using brow pencil is very dreadful for women; especially to those who haven’t master it yet. Though they have been learning on how to use it from beauty vlogger / Youtuber, it’s still not convincing enough that brow pencil is user friendly. Maybelline Indonesia was launching Maybelline Fashion Brow Duo Shaper, a new brow pencil that is really easy to use. Since competitors also claiming easiness too, we have to convince women about this in a unique way.

Describe the creative idea (20% of vote)

Making MEN, who are unfamiliar & inexperienced with brow-making prove that Maybelline Fashion Brow Shaper is easy to use, compared to competitors’ basic brow pencils.

Describe the strategy (20% of vote)

Convince women, especially those who are brow pencil rookie, that using Maybelline Duo Shaper is very easy by asking the help from a person who is totally unfamiliar with brow pencil and brow-making in their whole life.

Describe the execution (30% of vote)

We make social experiment video where we can see men making their girls’ brows using basic brow pencil VS our product. There, they prove that Maybelline Fashion Brow Duo Shaper is easier to use and the result is good. We upload it to Youtube where people can watch it anytime, and push it into ads as well. The campaign run for 3 months, but the video is still available to be watched for women until now, nationwide.

List the results (30% of vote)

Through this project we proved that using a digital campaign, we can drive the market. - +143.3% Sales Increment of Maybelline Fashion Brow Duo Shaper (Contributing 24.4% to Maybelline Indonesia Brow Category’s Total Sales Growth) - Contributed to +2.8 Market Share of Maybelline Indonesia Brow Category (6.0 on 2017 to 8.8 on 2018) - 14% Engagement Rate (highest in Maybelline Indonesia) - More than 11mio organic views - Best case study of Google Custom Affinity 2.0

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Women talking about makeup and review it is common, which makes the believability call into doubt. Why don't we use MEN, who considered inexperienced at makeup, to prove the easiness of a makeup product; so women will be more convinced that this product is THAT easy. We believe that this is such a different and unique way to talk about makeup & beauty in Indonesia.