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Maybelline Canada Facebook Ad Case Study

Maybelline Canada Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
Copyright:Attribution Non-commercial


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Étude de Cas FacebookAdvertising Case Study
 Alex Allard, Digital Marketing Manager, L’Oréal
Maybelline Canada
Company Background
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 ansor the Page was important to the company’s desireor 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 dierenttypes 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
Oer contests and giveawaysas well as a teaser campaign or newlaunches, placed with targeted ReachBlocks, to build a broad communityo ans and customers in Canada
Key Lessons:
 advertising budgets efcientlywhile 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.” 

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