2014 Winners & Shortlists

Results and Effectiveness

Colossal Kajal sold out in just 1 month with + 81% increase vs. the target of +50%. 175,000 units sold in 3 months becoming the number one Eye SKU in the market! Also Maybelline overall sales increased by 65% during Arab Idol activation. • We Generated 42,000 new FB fans vs our target of 25,000 fans. • 2.1 million new views and acquired 1000 new subscribers. • Online integration – Our partnership with Shahid.net got us 564,000 unique views and generated 757,000 visitors to the Maybellne New York Microsite for Arab Idol and the beauty room. • The Beauty Room competition generated 9869 entrants

Creative Execution

We built a BEAUTY ROOM backstage at Arab Idol studios with make-up artist Eva Atallah as our brand expert to lead the show stylists to show how contestants achieved their star look in every show using Maybelline products. This communication was timed with launch of our iconic Colossal Kajal the hero product in the show. We created a weekly 'Live Feed' from the Beauty Room on our Facebook page and MBC Website; conducted a Beauty Room competition for women to share their look with winners flown to show finale in Lebanon; created how-to videos to encourage Facebook user to post comments, pictures and share content with friends; introduced ‘The Look of the Month’ where we showed the best looks for the month. Eva styled the finalist Farah Youssef’s make up and designers wear showing all the ingredients it took to make a star, powered by Maybelline New York.

Insights, Strategy and the Idea

The campaign objective was to increase Maybelline Colossal Kajal sales by 50%. Maybelline New York is the number one make-up brand worldwide but had only 7% spontaneous awareness in MENA. Though its products are appealing, the emotional bond was missing with Arab females. The trendy and confidence spirit of a Maybelline girl was perceived as 'too Western’. Research showed Arab women try were highly inspired by women around them especially female celebrities. We identified the sponsorship of Arab Idol, the most successful reality show in the history of MENA, as the perfect platform to showcase Maybelline’s aspirational positioning . It had the highest rating on a non-Ramadan program in the history of MENA TV. Arab Idol hit the right note achieving 35.88 rating with our female audience in the finale episode. So we launched the campaign GET THE LOOK OF YOUR FAVORITE ARAB IDOL - WITH MAYBELLINE NEW YORK.