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Maybelline Canada is a brand within beauty giant L’Oréal 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.
Facebook Executive Summary
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
Maybelline Canada’s 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 brand’s products. Generating fans for the Page was important to the company’s 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.
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
“We’re very happy with Facebook Ads’ capability to reach out fast and cost-effectively to our consumer targets.”
Alex Allard, Digital Marketing Manager, L’Oréal
Advertising Case Study Étude de Cas Facebook
a contest-based campaign involving the giveaway of 10,000 Super Stay lipsticks on December 19. To advertise the offer, Maybelline Canada ran a oneday Reach Block, a media buy on Facebook Home and Profile Pages that guarantees a marketer will reach 100 percent of its target audience over a 24-hour period. The second of the two Facebook Ads campaigns was also a contest and prize-based campaign, a “virtual gift” offered on New Year’s Day to women who engaged with the ads. Maybelline’s third type of campaign accompanied the mid-January launch of a new line of products called Fit Me. This time, teaser ads led users to discover what the mysterious “Fit Me” meant. It would soon be played out as a series of videos and polls on the theme of what is the best “fit” for a woman, whether in looking for a man, for clothing, or for cosmetics. The ability to reach all women on Facebook in Canada and within the targeted age group was very important to Maybelline. Aside from the Age and Gender Targeting, Maybelline does not use any target filtering. Says Alex Allard, Digital Marketing Manager at L’Oréal, “We wanted to ensure that all people saw it.” Alex says, “Facebook allows us to effectively target this market at a reasonable cost-per-impression and leverage custom programs that really work well with the target, especially hot sampling opportunities.” Using simple Facebook tools like the News Feed allows Maybelline Canada to promote new products very cost-effectively. Alex adds, “We also use Facebook as a way to get the pulse of the market.” “Every day we see consumers telling us if they like or dislike a product.”
Maybelline’s future goal is to best leverage Facebook’s insight into Maybelline’s audience to allow the company to deliver more effective and tailored programs.
• 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 Canada’s Page and brand both cost-effectively and with massive scale