2014 Winners & Shortlists

Brief Explanation

Following the global launch of Max Factor’s All-Day Flawless Foundation, we were challenged to create a regional amplification on a limited media and production budget. To bring the 12-hour benefit story to life and to give the product a human and engaging edge, we decided to show a day in the life of one of the region’s most famous faces. Joelle Mardinian, Max Factor’s regional Creative Director and television personality is a full time mother, wife and celebrity who must play many roles in a single day. She adds layers of make-up to transform her look from day to night, all on top of a single application of Max Factor’s All Day Flawless Foundation. A Day With Joelle tracked her evolving look through out the day supporting the brand’s promise of flawless 12 hours coverage. We developed original videos, Instagram, and Twitter content, all using Joelle’s personal tone of voice to generate real-time engagement. All of this was posted on Joelle’s personal accounts then aggregated on Max Factor Arabia’s Facebook page through our app. In the weeks following A Day with Joelle, Max Factor’s regional fan base jumped from 100 thousand to 1.2 million. The page received a 50% increase in likes from mobile devices alone in just five days, and we saw the weekly total reach peak at 1.1 million users. YouTube analytics also showed a high level of engagement. Not only did we generate 55,000 views in a single day, nearly all viewers stayed with our content till the end. A Day with Joelle was covered in multiple publications, websites and blogs, giving us further coverage lasting weeks after the fact. Today the fan base remains highly engaged with 143,000 out of 1.2 million fans talking about the page. All of this started with just 12 hours with Joelle.