The No. 1 makeup brand worldwide*, Maybelline New York was looking for a fun and engaging way to promote its "intensely perfect, perfectly intense" Super Stay Matte Ink range in Poland. Known for high quality and innovation, Maybelline had no doubts that TikTok was the perfect place to reach digital natives at scale.
After multiple brainstorms and creative sessions, Maybelline New York decided to launch an exciting Branded Hashtag Challenge Campaign titled #MatteInkSong. The idea was simple, but still super fun: users were tasked to recreate a dynamic dance that was performed and created by Maybelline's TikTok squad (which included some of the TikTok's top beauty creators such as Ola Nowak, Wersow, Lena Moonlight and others).
Maybelline New York also produced an original song called "Extraordinary Love", which was sung by Ola Nowak, one of the creators from Maybelline's squad, that helped generate additional branding exposure. The lyrics of the song mentioned the unique shade names, which added an organic layer of brand awareness.
To help encourage participation and generate highly relevant user-generated content, Maybelline awarded the best twenty video creators a set of ten shades of their signature Super Stay Matte Ink lipsticks.
With over 15 million video views to date, the campaign was a smashing hit. It gave the TikTok community the freedom to express their creativity, which resulted in over 7,000 user-generated videos using Maybelline's branded song. After the campaign, Super Stay Matte Ink lipstick saw a significant boost in market share (Nielsen*) and became the No. 1 lipstick in the lips and lipstick segment of the makeup category**.
*Source: Nielsen, TOTAL MARKET, MAKEUP, YTD AUGUST 2020
**Source: Euromonitor International Limited; Beauty & Personal Care 2020.