MAYBELLINE - MẤY BÉ LÌ - GIVING THE SPOTLIGHT TO VIETNAM’S RESILIENT GEN-Z

TitleMAYBELLINE - MẤY BÉ LÌ - GIVING THE SPOTLIGHT TO VIETNAM’S RESILIENT GEN-Z
BrandMAYBELLINE
Product / ServiceMAYBELLINE SUPERSTAY LIQUID FOUNDATION AND SUPERSTAY MATTE INK LIQUID LIPSTICK
CategoryD05. Cultural Insight
EntrantTIKTOK Vietnam, VIETNAM
Idea Creation TIKTOK Vietnam, VIETNAM
Idea Creation 2 CIRCUS DIGITAL Ho Chi Minh, VIETNAM
Media Placement TIKTOK Vietnam, VIETNAM
Media Placement 2 STARCOM Ho Chi Minh City, VIETNAM
Production TIKTOK Vietnam, VIETNAM
Additional Company L'OREAL Vietnam, VIETNAM

Credits

Name Company Position
An Bui TikTok Vietnam B2B Marketing
Ngoc Pham TikTok Vietnam B2B Marketing
Nam Nguyen TikTok Vietnam Client Partnerships
Vincent Ngo TikTok Vietnam Client Partnerships
Dung Ta TikTok Vietnam Agency Partnerships
Jane Pham TikTok Vietnam Agency Partnerships
Amy Dong TikTok Vietnam Client Solutions, Campaign Execution
Alexa Doan TikTok Vietnam Client Solutions, Campaign Execution
Tien Dang L'Oréal Vietnam Brand Client
Phuong Dang L'Oréal Vietnam Brand Client
Anh Nguyen L'Oréal Vietnam Brand Client
Raagjeet GARG L'Oréal Vietnam Brand Client
Ha Tran L'Oréal Vietnam Brand Client
Nimish Tyagi Starcom Vietnam Media Agency
Tham Pham Starcom Vietnam Media Agency
Van Bui Circus Vietnam Creative Agency
Ngoc Bui Circus Vietnam Creative Agency
Truc Le Circus Vietnam Creative Agency
Tan Vu Circus Vietnam Creative Agency

Background

Maybelline sought to win over the younger generation of Vietnamese consumers, as market competition was heating up. With the additional negative sales impact of the pandemic, the brand knew it had to channel Gen Z's resilience to make itself more relevant, and become young consumers' top choice make-up brand. In response, Maybelline launched a daring, bold, and confident new brand image, to reflect its target audience's style. To build reach and enhance brand meaningfulness among Gen-Z consumers, Maybelline targeted two must-win associations: “Help women look more fashionable” and “The brand that shows me how to makeup.” And to encourage trials, the brand released two hero products: SuperStay Liquid Foundation and SuperStay Matte Ink Liquid Lipstick - the No.1 Long Wear Franchise Worldwide. Now, Maybelline needed some creative inspiration to kick off its campaign, and grab the attention of its Gen-Z target audience.

Describe the creative idea (30% of vote)

Gen Z are fiercely independent, digital natives, and mobile-first consumers. This resilient generation fights hard for their place in the world. With the campaign hashtag #Mấybélì, Maybelline used a mnemonic pun, resembling its brand name, to join young females' fight to change their role in traditional Vietnamese society. Badly behaved Vietnamese children are described as "lì". The #Mấybélì campaign re-defined "lì" as not simply disobedient, but purposefully noncompliant with social or gender limitations. "Lì" also means long-lasting, mirroring the USP of the SuperStay make-up range, placing Maybelline into the story. The campaign's creative idea centered on this wordplay to connect the brand with young Vietnamese women's resilient self-determination. #Mấybélì is a powerful statement of women's right and power to run their own lives, and empowers the "Lì" generation to live beautiful-lì, girl-lì, and love-lì (beautifully, girly, and lovely), on their own terms.

Describe the strategy (20% of vote)

In 2020, rap culture made a huge come-back among Vietnam's Gen Z. But again, women struggled to find their voice in a heavily male-dominated space. The #Mấybélì campaign gave female artists the spotlight they deserve, and celebrated their fearlessness. Maybelline partnered with three infamous Gen-Z KOLs to create an original rap music video: Tlinh (rapper), Yenji (make-up influencer), and Naomi (fashionista). The viral video first launched on YouTube, then Maybelline leveraged TikTok, the digital home of fearless Gen-Z women, as the platform of choice for promoting and extending the campaign online. The passionate TikTok community jumped at the chance to try on Maybelline's SuperStay products virtually via a related Hashtag Challenge and AR Branded Effects. With the addition of full-funnel ads on TikTok, the campaign created a significant halo effect via the rap/hip-hop trend, and guided users toward e-commerce sites.

Describe the execution (20% of vote)

The music video was adapted into mobile-friendly ads, enhancing the user experience and attracting audiences on platforms such as TikTok, which offer high penetration and time spent. Overall the #Mấybélì TikTok campaign followed three phases: - Phase 1: Raise awareness/curiosity, build mass reach, and engage with Gen Z via a viral Hashtag Challenge using #Mấybélì's AR Branded Effect. The platform's hottest creators got the ball rolling, and TikTok's full-funnel ad solutions provided amplification. - Phase 2: Boost education and consideration with authentic conversation and conversion driven via community commerce Shoppertainment on TikTok. Creators reviewed, spread awareness, and showcased products' functionality with the supporting #TikTokMadeMeBuyIt hashtag. - Phase 3: Ramp up the education, with full make-up steps tutorial content and ads retargeting, to move audiences from the Hashtag Challenge through to e-commerce, driving sales.

List the results (30% of vote)

- Maybelline saw a full-funnel campaign impact, from awareness through to brand loyalty, based on post-campaign data: - Spontaneous awareness rose from 35% to 44% - The trial rate among Gen-Z customers rose from 75% to 82% - Regular usage rose from 38% to 54% - The campaign boosted the meaningfulness of key brand associations: - “Help women look more fashionable" rose 11 points or 129% - “Brand that shows me how to makeup” rose 9 points or 124% - And drove record sales for the Super Stay Franchise: - Run rate Q1 was 150% higher than target - April 2020 sales rose 1,635% year-on-year - SuperStay Foundation became the No.1 SKU for the entire face category on Shopee Mall in 3 months - With a profound halo effect on the entire Maybelline brand: - Run rate Q1 was 85% higher than target - April 2020 sales rose 352% year-on-year

Please tell us about the cultural insight that inspired the work

Young Vietnamese women are fiercely independent and resilient in the face of traditional stereotypes that direct them away from male-dominated paths. As rap music shot to popularity in 2020, women were left behind again, with only one female rap artist for every seven male competitors. Maybelline saw that Vietnamese women stand at an inflection point, where they must fight for the role they want in society, not take the one given to them. The #Mấybélì mnemonic pun gives these resilient young women the spotlight they deserve, and celebrates their fearlessness.

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