The Challenge

How do you bring excitement and relevance to buy lipsticks during the lockdown this pandemic?

The Objective

• Drive high awareness and buzz around the launch of the new Pinks Superstay Matte Ink Collection by redefining PINK as bold/strong/ spunky color during the pandemic
• Drive high buzz and conversions on sale day

The Approach

• Launched the campaign on World Lipstick day and activated a filter called the Maybelline Superstay lip challenge. Top performing Mega and Cat A influencers kickstarted the launch by activating the filter and tagging their friends and fellow influencers to try the same. This created high buzz and chatter around the launch.
• Simultaneously 80+ influencers uploaded sales stories over a period of 3 days to drive high sale and conversions leading up to a mega sale on World Lipstick Day.
80 + influencers on IG and YT also created stunning content that highlighted product superiority and formula through fun torture tests & reinforced the brands “Superstay” gesture.
First of its kind campaign in the beauty industry that immediately capitalised o on the new Reels format launched by Instagram just weeks before our campaign. We used fashion first influencers to showcase pink as a strong/ powerful color and yet keeping it relevant to the pandemic. The content along with this format was unique and drive high levels of engagement for the brand
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