Étude de Cas FacebookAdvertising Case Study
Alex Allard, Digital Marketing Manager, L’Oréal
Maybelline Canada is a brand within beautygiant L’Oréal and is the second-largest cosmeticsbrand in Canada, with products including lipstick,oundation, mascara and nail polish. Best known orits mascaras, with the popular Great Lash havingbeen on the market or over 40 years, Maybelline isan iconic name in Canada. Maybelline Canada alsoaims to be an accessible, un and trendy brand witha “New York attitude.” It has been experiencingdouble-digit growth recently and has taken anaggressive approach to gaining market share.
Maybelline Canada’s objectives in running a FacebookAds campaigns have been to create a “buzz” andattract more Facebook ans and customers rom its18- to 34-year-old target emale demographic. Thecompany was looking or more people who couldbecome ans o the Maybelline New York – CanadaFacebook Page. It also wanted to attract newconsumers o the brand’s products. Generating ansor the Page was important to the company’s desireor eedback rom and interaction with customers.The brand aims to appeal to all women in that agegroup and to communicate diversity and inclusivenessthrough a timeless yet contemporary image.
With the expertise o its advertising agency, MarketelMcCann Erickson, Maybelline Canada ran two dierenttypes o campaigns in the winter o 2010. The frst was
Facebook Executive Summary
Grow a Facebook an baseand encourage contest entries as away to promote engagement
Oer contests and giveawaysas well as a teaser campaign or newlaunches, placed with targeted ReachBlocks, to build a broad communityo ans and customers in Canada
advertising budgets efcientlywhile ensuring maximum impact
build an bases o potentialcustomers as well as dynamiconline communities on Facebook
“We’re very happy with Facebook Ads’ capability to reachout fast and cost-effectively to our consumer targets.”