Brand | MAYBELLINE |
Product/Service | MAKE UP BRAND |
Entrant | DAARVAG INTERNATIONAL Tehran, IRAN |
Category | Use of Social Platforms |
Idea Creation
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DAARVAG INTERNATIONAL Tehran, IRAN
|
Media Placement
|
DAARVAG INTERNATIONAL Tehran, IRAN
|
Production
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DAARVAG INTERNATIONAL Tehran, IRAN
|
The Campaign
Turning brand's tagline(make it happen) to a useful and powerful hashtag in Iran (?????????) which is used in consumers real life to empower and encourage others to make their dreams come true and make it happen. The Persian hashtag means "be bold" by having colors from yourself.
With this concept, every week one color was announced and our audience were asked to share their photos portraying how the color existed in their lifestyle.
Creative Execution
Duration of campaign was 6 weeks with support of about 20 influencers and CPC banners for sending traffic to the instagram page.
Describe the success of the promotion with both client and consumer including some quantifiable results
20,000 followers from 0
5,000 likes and 4,000 comments
8% of participation rate at the time of the announcement of the contest winners
8,000 received photos
6,000 shared hashtags
the viral video that was seen by 1,500,000 people
Explain why the method of promotion was most relevant to the product or service
Because of weekly gifts for UGCs and a bigger prize for the end of the campaign which was a trip to Prague.
The target was Young independent a 15 to 30 years old girl (Independent regarding decision making, not necessarily financially ), who is active in the society; student or employed.
Instagram was chosen as a social media for fashion and make up. It provides a great platform to address the goals of Maybelline and the needs of the customers. Thus, an interesting Instagram competition was designed. Each we asked the competitors to take creative photos with different color themes.
Credits
babak madandar |
Daarvag International |
creative director |
Armita madelat |
Daarvag International |
Copywriter |
samaneh sadeghi |
Daarvag International |
graphic designer |
sanaz moein |
Daarvag International |
digital marketing manager |
Golnoosh momeni |
Daarvag International |
content writer |
Elham Gholami |
Daarvag International |
art director |
fatemeh rostami |
Daarvag International |
digital graphic designer |
alireza koosheshfard |
Daarvag International |
production manager |
hesam yekta |
Daarvag International |
photographer |
afshin sohrabi |
Daarvag International |
film editor |
simin valikhani |
Daarvag International |
digital media buyer |
sanaz shenasa |
Daarvag International |
group account manager |
shahrbanoo moaven |
Daarvag International |
account manager |
Links
Social Media URL