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Challenge
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.

Solution
Our young female consumers spend more time online and on social media than on traditional media. Digital platforms allow consumers to express themselves and interact with their peers. Maybelline, with the creation of Simply Fabulous, a reality show in search of the Malaysian girl with a flare of New York chic was not only able to localize the brand and hold true to our New York heritage but it allowed Maybelline into the consumers’ world.

Execution
MYC and 8TV both target young urbanites. Recruitment and web-episodes of this reality program were heavily supported through their websites and across all Media Prima portals. 25 web-episodes were produced and broadcasted in collaboration with 8tv.com.my over a 4 month period allowing Maybelline to interact and be accessible to their audience through the episodes, forums, chat, voting, etc. Simply Fabulous Facebook fan page created more hype, engagement and relevance through the viral element.

Results
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 22,400 search results for Google, also countless blog entries and 1,600 SF Facebook fans making this campaign a success for client.

Challenge
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.

Solution
Research showed that while consumers love aspirational brands, it needs to be something they could relate to or be able to achieve. 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. Simply Fabulous was able to make the aspirational achievable by providing the winner a trip to New York fashion week.

Execution
Partnered 8TV in producing the reality show as 8TV has strong following of young urban viewers. Product usage and brand personality were infused into all the challenges. The show consisted of 25 web-episodes on 8TV’s website, which were made up of audition, short-listing and the contestant’s experience of going through challenges set for them to learn to be young women with confidence and chic. Promos, highlights and finale program aired on prime time TV.

Results
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.

Challenge
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.

Solution
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.

Execution
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.

Results
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.

Challenge
Paid Search was challenged to drive Facebook Fan recruitment for Biotherm Homme, in effort to promote their new product range. As content plays a massive role of cost-efficiency in any Search campaign, Search needed to work hand-in- and with Social content to attract and retain its male target audience. But how?

Solutions
By marrying the art and science of Search! The core idea was conceived by understanding how active content like on facebook pages could help enhance our keyword buy, and how comments and conversations on facebook could aid the Search campaign in terms of relevance and pull.

Execution
We studied the conversations in Biotherm Homme’s Facebook page and from other forums visited by the target audience to generate a keyword list and used it on Google AdWords. Supporting this, we periodically steered conversations in Facebook to suit our Search campaign, in order to increase relevancy and to spark interest. This involved including keywords and conversations about the brand as well as the target audience’s topic of interests.

Result
Within just 2 weeks: • Almost 5 million ad impressions at top positions. • Generated more visits than direct traffic and referring sites combined! • Healthy 57% share of voice on Google • 35% more Facebook Fans The campaign was recognized for its brilliance at the Global Econsultancy Innovation Awards.