Why is this work relevant for Direct?

We created and delivered an experience for users to enjoy makeup again at a time when motivation to use makeup was at a historically low point due to COVID-19. We created content that users would want to share, and succeeded by having the content shared organically, reaching consumers who were not yet users of MAQuillAGE organically, creating new connections.

Background

Due to Covid-19, people were going out less and even in times of going out, have to wear a mask. In order to prevent the spread of Covid-19, makeup testers at cosmetics stores became limited. Japanese makeup brand MAQuillAGE created a new brand experience for consumers to experience the joys of makeup with their smartphone.

Describe the creative idea (30% of vote)

We expressed each color of eye shadow to a "sound". In line with customizing their own eye shadow palette by choosing 4 shades, we made it so that they can create their own "song" as well. EYE COLOR PLAYER is a digital experience that has users select 4 shades out of the 25 shades of eyeshadow to create their own eye shadow palette and their own song.

Describe the strategy (20% of vote)

After launch, we looked at how users were interacting with the content and calculated the clicks on the content each week, and updated the UI and design accordingly to create a better user experience and better outcome for having users share the content. Also by calculating the clicks on each of the 25 shades of eye shadow and the 4 shadows that were eventually selected to create a palette, we were able to see and receive data on what users and how it is similar and different from their buying habits in a retail environment.

Describe the execution (20% of vote)

We launched this content a month before the product release. We expressed each eye shadow color theme with "sound". We made it so that by customizing their own eye shadow palette by choosing 4 shades, we they can also create their own "song" as well. The palettes and music that were generated were shared on social media, mainly on Twitter and were able to reach a wide audience expanding the MAQuillAGE fan base.

List the results (30% of vote)

In a 3 month term from October 21, 2021 to January 23, 2022, Eye Color Player had 53,543 UU. The hashtag "#MyDestinyPalette" and "#ChocolateLikeEyeshadow" had a reach of 2,586,917, and resulted in 180% of projected sales due to launching one month earlier than the product release and creating buzz. We were also able to reach consumer who were not yet users of MAQuillAGE organically, creating new connections.