Case study: Maybelline freshens up its online consumer engagement strategy

Lion & Lion was tasked to help the brand generate buzz within Malaysian’s online beauty community and drive demand among its audiences for the Maybelline’s WhiteSuperFresh product range. A digital driven campaign involving key opinion leaders (KOL) in Malaysia was launched. The campaign ran primarily on YouTube and Instagram channels.

To generate online buzz and pique audience interest around the product, exclusive pre-launch beauty kits were sent to online beauty influencers. The influencers were then urged to share the information about the product which led to an increase in average engagement on brand page and in brand following.

To drive continuous engagement from Maybelline fans post-purchase and reward 'superfans', a Raya-selfie hashtag #MySuperfreshRaya contest via Instagram was launched. This was done leveraging on the Maybelline WhiteSuperFresh product.

The campaign saw over 400 entries and this resulted in more than 16,000 engagements via contest entries. Ultimately this resulted in the brand gaining an increase in market share.