MAYBELLINE ARAB IDOL AND THE COLOSSAL KAJAL
Brand | L’ORÉAL MIDDLE EAST |
Product/Service | MAYBELLINE COLOSSAL KAJAL |
Entrant | UM DUBAI, UNITED ARAB EMIRATES |
Category | Best Brand or Product Integration Into a Feature Film, Existing TV Show and/or Series |
Contributing Company
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Contributing Company 2
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
UM DUBAI, UNITED ARAB EMIRATES
|
The Campaign
Branded Entertainment in the MENA region has become an ever increasingly popular platfomr for brands. Media channels especially TV stations have become increasingly open to working closely with brands not only as sponsors but as active contributors to programming content. At the moment the majority of branded entertainment is straightforward brand logo based visual sponsorship edits. However L'Oreal Maybelline has become one of the first brands to fully integrate within the show content.
Results
We started by building a Beauty Room backstage at the Arab Idol studios
A room dedicated to Maybelline New York to show how all the contestants achieve their looks each week using Maybelline New York products
We instilled our Eva Atallah to become a pillar in the production, leading a team of experts to style the contestants and create the make-up looks for the female contenders and presenters.
Each week, we created a 'Live Feed' from the Beauty Room on the Maybelline New York Middle East Facebook page and the MBC Website for viewers to interact with all the backstage action.
We shared behind the scenes photos of Eva making over the contestants ready for their performances on the live shows
Eva revealed the Maybelline New York products she used to create these looks with the aim to inspire viewers to do the same.
We also conducted a Beauty Room competition for women to share their look with winners getting the amazing opportunity to fly to Lebanon to watch the finales live.
We created original online content for the Beauty Room’s online presence with how-to videos using Maybelline New York products
We introduced ‘The Look of the Month’ – where we showed the best looks for the month that women could get inspired from to create their own star look.
Our communications were timed to coincide with the biggest launch of the year, the iconic Colossal Kajal, and the comeback of the historical hero, the Colossal Mascara Smokey eyes.
We recruited star make up artist Eva Atallah as our brand expert, who had the experience and the much desired "it" factor that defines the Maybelline girl. Eva Atallah's journey with Maybelline started in New York, with an intense training program, to prepare her for her role.
We introduced our new make up and look expert to the Arab world on the most popular TV show in the history of regional TV, Arab Idol. As a show that prides itself on showcasing the transformation of its contestants, it served as the ideal platform and partner to showcase the brand identity.
We achieved an 81% increase in sales of Colossal Kajal across the brand vs. the target of 50%.
Became the #1 eye SKU across all competitor brands
Maybelline New Yorks GRP’s increased by 366% vs. previous year
Our Facebook fans of Maybelline New York, Middle East surpassed our target grew by 68%
YouTube views ran into the millions
We effectively expressed what Maybelline New York and the Arab World have in common; a love of beauty and the opportunity for individual expression through beauty.
Credits
Souhir Benhamida |
L’oréal Middle East |
Marketing Manager |
Laurent Duffier |
L’oréal Middle East |
General Manager Cpd |
Assaad Kassis |
Universal Media Dubai |
Business Director |
Nima Askari |
FP7 Dubai |
Regional Account Director |
Affif Kadri |
L’oréal Middle East |
Digital/Media Manager |
Reem Bishr |
L’oréal Middle East |
Pr Communication Manager |
Dana Abdul Khalek |
L’oréal Middle East |
Digital Manager |
Marie Aline Merheb |
L’oréal Middle East |
Brand Manager |
Karen Moubarak |
FP7 Dubai |
Senior Account Manager |
Rima Nakhala |
Universal Media Dubai |
Senior Digital Account Manager |
Jamal Ahmad |
Universal Media Dubai |
Senior Digital Account Executive |
Sahar Farhat |
Diwanee |
Account Director |
Munya Hatem |
L’oréal Middle East |
Brand Manager |