MAYBELLINE ARAB IDOL AND THE COLOSSAL KAJAL
Brand | L’ORÉAL MIDDLE EAST |
Product/Service | MAYBELLINE COLOSSAL KAJAL |
Entrant | UM DUBAI, UNITED ARAB EMIRATES |
Category | Consumer Products |
Advertising Agency
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Media Agency
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UM DUBAI, UNITED ARAB EMIRATES
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Entrant Company
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UM DUBAI, UNITED ARAB EMIRATES
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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.
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 |