Maybelline New York

Industry: Beauty/Makeup

Their Challenge: Having secured the makeup sponsor position for Glitz Fashion Week, Maybelline New York wanted to create buzz around the event and products.

Our Intel: Fashion and makeup go hand in hand, however for the Glitz Fashion Week, the focus of the audience would be on the fashion aspect of the event. We had to somehow stay top of mind and maintain the association with the event but in a subtle way so as not to distract from the main event.
Maybelline was already working with the top MUAs in Accra for the event so we decided to create an activation targeted at up and coming makeup artists which would allow them to participate in the event along the rest of the Maybelline team while simultaneously giving us reach through their following.

Strategy: Instagram was the perfect platform to showcase the work of the MUAs and effectively leverage the activation hashtag, #mnyghGLITZmakeupchallenge.
As a prelude to Glitz Fashion Week, a face chart was posted on our Instagram page and makeup artists were tasked to recreate the look on themselves or a model. All looks were to be uploaded along with the hashtag and tagging our page. We reposted all entries and the 10 looks with the most likes were given the chance to work backstage at the Glitz Fashion Week. For the three days of Fashion Week, there was live coverage of the backstage preparations on Instagram, Instagram Live, and corresponding posts on Facebook. This gave the audience the opportunity to be a part of Fashion Week, online.
The highlight of Fashion Week, was the Maybelline New York Runway Show, where the audience got to see the makeup artists behind the looks and this impacted audience engagement significantly.

Results: Instagram following increased by 100% during Glitz Fashion Week. We also saw a surge in Facebook page likes, increasing by 1,212.