Advertiser: L’Oreal Malaysia Sdn Bhd Brand: Maybelline Creative Agency: - Credits: Kerri Lim (Group Account Director), Shirley Toong (Group Media Director), Rafeah Siron (Media Planner), Christable Fernandes (Account Manager, McCann Erickson), Sasi (Momentum), Lam Swee Kim & team (General Manager, Media Prima 8TV), Jason Ko & team (Chief Executive Officer, MYC)
Maybelline’s brand of New York Chic seemingly owns universal appeal but suffered a lack of relevance and perceived achieve-ability among young Malaysian female consumers. Consumers were opting for home-grown brands that they were able to associate better with like Silky Girl. Maybelline needed to regain its ground with its consumers.
Research showed that while consumers love aspirational brands, it needs to be something they could relate to or be able to achieve. Hence, a reality show called Simply Fabulous was created, in search of the Malaysian girl with a flare of New York chic to localize the brand yet hold true to our New York heritage. Participants needed to demonstrate Maybelline’s personality to be rewarded the ultimate trip to attend New York’s fashion week.
Collaboration with Media Prima and MYC to reach the young audiences. MYC drove college recruitment on ground and through their magazines. MP produced and broadcasted the web-episodes on 8TV.com.my driven by promos and the finale on TV, a first on air and online integration through 8TV. 8TV.com.my/Simply Fabulous, Facebook fan page and on ground allowed for engagement and interaction with our young female consumers to strengthen Maybelline’s brand affinity and relevance with them.
Sales during campaign period went from minus11% to plus27%. Total website hits achieved 345,083 which is the highest for 8tv.com.my in similar genre programming. Simply Fabulous generated RM3,102,924.80 worth in PR, that’s 1706.78% ROI and 22,400 in terms of search results on Google, making this campaign a success for client.