Maybelline New York used Instagram to raise the profile of eyebrow cosmetics in Australia, increase brand awareness, message association and product sales. Aurelie de Cremiers Marketing Director, Maybelline New York 16pt 3pt lift in brand awareness lift in message association 2.4x uplift on Maybelline Brow sales.
Case study summary
• Beauty brand aims to boost of mascara among young Australian women
• Maybelline combined global assets with local content for Instagram
• Instagrammer Stephanie Smith imagery an authentic and distinctly local flavour
• Campaign gave a 2.4x uplift on Maybelline Brow product sales
The challenge
Women are already using Instagram for beauty advice and inspiration, especially when it comes to new looks and trends. As a visual and creative platform, Instagram allowed Maybelline to engage authentically with our customers while also profiling our products. Shaping brand perception Maybelline New York looked to raise awareness and drive sales of Brow Drama mascara among 18 to 40-year-old Australian women.
The solution
By highlighting eyebrows as an essential part of every woman’s makeup routine, the brand ultimately aimed to position itself as the go-to brand for eyebrow makeup.
Defining a local story as a pioneer in both makeup and marketing, Maybelline New York was the first mass beauty brand to use Instagram advertising in Australia.
Maybelline made an important creative decision—to combine global assets with dynamic, local content for Instagram. The campaign featured photos of Australian model and Instagrammer Stephanie Smith demonstrating how sleek and sculpted eyebrows impact overall appearance.
Stephanie gave the imagery an authentic and distinctly local flavour that resonated well with the female target audience.
The results
By inspiring women to consider eyebrows as part of their daily makeup routine, the campaign drove a 16-point lift in brand awareness of Maybelline Brow Drama, a lift in message association and as part of the brand’s overall media mix, achieved a 2.4x uplift on Maybelline Brow product sales.
The uplift on Maybelline Brow was 2.4x vs prior period during the full integrated marketing campaign. The Brow category increased +43% in average weekly sales (Aztec Census: average weekly Sales in $ week 22/02/2015 vs average weekly sales in FY2014).
