Maybelline Superstay Vinyl Ink

The Objective

Facing a big challenge in a key date

Maybelline is currently the #1 makeup brand in the world and it is constantly innovating. The launch of Maybelline SuperStay Vinyl Ink in 2022 was a market hit, it broke sales records and went over the original goals. So, in 2023, the big challenge was to continue to build massive awareness of the lipstick on one of the key dates for the brand: Valentine's Day.

The brand needed to surprise and engage the audience with something different that helped showcase the use of the product. They also wanted to collaborate with the brand's ambassador, Maca García, actress, model and popular on the platform. Understanding the relevance the platform plays in setting makeup trends for young people, the brand knew it was vital to launch the campaign within TikTok. Now they only needed the how.

The Solution

Innovating with the perfect match between Maybelline and TikTok

For this campaign, the objective was to integrate solutions and innovation at each stage of the communication: Launch and Maintenance. It was a follow-up to the launch of the lipstick and, at the same time, they wanted to position the new shade range, so the "all" segmentation was used to get all the inventory available for Valentine's Day.

The work was done hand in hand with TikTok to find an innovating way to communicate the product and that is how the TopView Shaker came to life. The idea of integrating the Shaker, which was also the first solution used within the category and the second one in the country, to the launch strategy of the campaign had to do with the understanding of the nature of the product, the collaboration with Maca García and the testing of a new solution that seamlessly integrated both of these things.

It made sense since, on one hand, the lipstick needs to be shaken before use to get the flagship glowy effect of the product and, on the other, the user had to shake the cellphone to be redirected to the official store of Maybelline on Amazon. This interaction resulted in the audience being part of the ad and, by directing traffic to the purchase website, all the purchase funnel was gathered with one single execution.

Taking advantage of the image and collaboration with someone as Maca García, who is relevant within the category thanks to the credibility she has built with the community, helped having engagement and connection with the users, as well as reaching makeup and beauty enthusiasts, and those who are interested in the trends coming to life every day on TikTok.

As per the messages, it was important to be clear as to what they wanted the audience to stay with and the CTA expected from users. The communication used one of the benefits of the lipstick and users were invited to shake the cellphone to discover it. Additionally, the content of Maca García was recorded thinking of the Alpha functionality of the shaking.

The Results

Clear communication to reach success

The TopView ran on February 14th to set the launch of the campaign, along with an In-feed strategy for the maintenance phase. This was the ideal strategy to generate the highest reach possible, taking care of the ideal frequency during the day to build Awareness from the outset.

The increase in impressions is closely related to the interaction provided by the format (Shaker), since, occasionally, people went back to interact with the video. Elements such as using a talent with an excellent positioning in the platform, taking advantage of the sound, sending the key message at the beginning, keeping the story real and fun, as well as having a clear and efficient CTA, helped having great results.

What resulted exceeded the expectations of the brand, getting the highest ER in that format globally and placing them in a very relevant spot in innovative advertising. There was an uplift of +208% vs. an average day[1] and over 55 million impressions in just one day. For Maybelline innovation is a must, which is why they try to contact the best partners in the market. For this campaign, they found it in TikTok.

[1] Data Interna Maybelline

[2] Data Interna Maybelline por Amazon 2023

Data Interna TikTok México 2023