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Maybelline Canada
Company Background
Maybelline Canada is a brand within beauty giant LOral and is the second-largest cosmetics brand in Canada, with products including lipstick, foundation, mascara and nail polish. Best known for its mascaras, with the popular Great Lash having been on the market for over 40 years, Maybelline is an iconic name in Canada. Maybelline Canada also aims to be an accessible, fun and trendy brand with a New York attitude. It has been experiencing double-digit growth recently and has taken an aggressive approach to gaining market share.
Agency:
Objective: Grow a Facebook fan base and encourage contest entries as a way to promote engagement Solution: Offer contests and giveaways as well as a teaser campaign for new launches, placed with targeted Reach Blocks, to build a broad community of fans and customers in Canada Key Lessons: One-day Reach Blocks can allocate advertising budgets efficiently while ensuring maximum impact Facebook Ads can help brands build fan bases of potential customers as well as dynamic online communities on Facebook
Objective
Maybelline Canadas objectives in running a Facebook Ads campaigns have been to create a buzz and attract more Facebook fans and customers from its 18- to 34-year-old target female demographic. The company was looking for more people who could become fans of the Maybelline New York Canada Facebook Page. It also wanted to attract new consumers of the brands products. Generating fans for the Page was important to the companys desire for feedback from and interaction with customers. The brand aims to appeal to all women in that age group and to communicate diversity and inclusiveness through a timeless yet contemporary image.
Approach
With the expertise of its advertising agency, Marketel McCann Erickson, Maybelline Canada ran two different types of campaigns in the winter of 2010. The first was
Were very happy with Facebook Ads capability to reach out fast and cost-effectively to our consumer targets.
Alex Allard, Digital Marketing Manager, LOral
The Future
Maybellines future goal is to best leverage Facebooks insight into Maybellines audience to allow the company to deliver more effective and tailored programs.
Results
On the day of the lipstick contest, the brand gained close to 10,000 contest registrations and about 7,000 new fans. The Maybelline New York Canada Page as of mid April 2011 had more than 100,000 fans, meaning Maybelline can reach nearly 17 million friends of these fans globally with Friends of Connections Targeting The second giveaway created the type of interaction the company desired to foster with its community and nearly 8,000 new fans The third campaign has generated buzz and engaged new fans and customers with Maybelline Canadas Page and brand both cost-effectively and with massive scale