MAYBELLINE - SKIN TINT ACTIVATION
Maybelline entrusted us with the 360-degree launch activation for their Skin Tint, where we developed a comprehensive strategy spanning Public Relations, on-ground activations, sampling initiatives, social media, and e-commerce engagements. From conceptualizing compelling narratives to executing high-impact consumer touchpoints, our approach ensured seamless integration across channels, driving awareness and engagement for the new product.
Service
Brand Strategy
Client
MAYBELLINE
Year
2023
ABOUT TINT
A SHADE FOR EVERYONE
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LAUNCHING THE FIRST-OF-ITS-KIND MAKEUP + SKINCARE PRODUCT - FIT ME TINT IN THE INDIAN MARKET
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HIGHLIGHTING THE KEY RTBS
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COMMUNICATING THE CORE THOUGHT IN A DISRUPTIVE, INNOVATIVE MANNER WITH THE AIM OF EDUCATING THE TG
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CREATING SNACKABLE AND RELATABLE CONTENT VIA KOLS
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USING TRENDING MEDIUMS AND COLLABORATIONS TO REACH OUR AUDIENCE
PR & DM
ORANGALICIOUS
WE CREATE A PICNIC BASKET IN THE SHAPE OF AN ORANGE. WE ADD ORANGE CANDIES, AN ORANGE SIPPY CUP, ORANGES, ORANGE FLOWERS, ORANGE CANDLES, ORANGE CAKE AND MNY FIT ME TINT.
WE SEND THESE BASKETS TO THE INFLUENCERS AND ASK THEM TO #GLOWALLOUT WITH FIT ME TINT BY SPENDING A PICNIC DAY WITH THEIR LOVED ONES.
THEY CREATE REELS SUMMARIZING THEIR PICNIC DAY AND HIGHLIGHT HOW IT WENT WELL WITH MNY FIT ME TINT.
ORANGE SLOT MACHINE
WE CREATE A TECH-ENABLED PR KIT - A SLOT MACHINE MADE OUT OF A CARDBOARD BOX LIKE IN THE REFERENCE.
INFLUENCERS WILL HAVE TO KEEP PLAYING UNTIL THEY GET ALL THREE ENTRIES AS THE ORANGES. THE MOMENT ALL THREE ENTRIES TURN INTO ORANGES, FIT ME TINT SLIPS OUT OF THE PR KIT.
INFLUENCERS CREATE A REEL WHILE PLAYING THE GAME AND LATER TALK ABOUT THE PRODUCT TEXTURE AND RTBS.
EVEN MORE ORANGALICIOUS
WE COULD ALSO (FOR A LATER DATE) GROW AN ORANGE IN THE SHAPE OF OUR PACK.
THIS IS A DM/ GIVEAWAY THAT CAN GENERATE A LOT OF BUZZ AND TALKABILITY GIVEN HOW INSTAGRAMMABLE IT IS.
INFLUENCER ACTIVATION
EVERY LOOK IS A TINT LOOK
FIT ME TINT IS THE KIND OF PRODUCT THAT CAN BE UBIQUITOUS TO EVERY LOOK - BE IT A SOBER OFFICE LOOK, OR A FRESH BRUNCH FEEL. WHY DON’T WE ROPE IN INFLUENCERS TO BRING THIS ALIVE?
WE TIE UP WITH INFLUENCERS AND GET THEM TO CREATE LOOKS THEY IDENTIFY WITH FROM COLLEGE, TO PICNIC DATE, TO BEACH AND MORE. WHAT TIES THEM ALL IS THE FACT THAT THEY ALL USE FIT ME TINT. THUS WE SHOW THE PRODUCT AS A PART OF EVERYONE’S BASIC GO TO ROUTINE.
IT DOESN’T JUST STOP AT AN INFLUENCER ACTIVATION THOUGH. THE PRODUCTS USED IN EACH LOOK CAN BE BUNDLED AND PROMOTED AS A KIT ON PARTNER ECOM SITES.
#GLOWALLOUT CHALLENGE
ANOTHER MAKEUP CHALLENGE?
NOT QUITE.
IN THIS CHALLENGE WE GET INFLUENCERS TO RECREATE SITUATIONS WE FIND OURSELVES IN EVERYDAY… HAVING TO GET READY ON THE GO.
EACH DAY AN INFLUENCER HAS TO GET READY IN NEW PLACES - THE BACK OF A CAB, IN A BUS, IN THE ELEVATOR UP TO OFFICE … THE SITUATIONS CAN BE ENDLESS AND HILARIOUS.
THROUGH EACH WE HIGHLIGHT THE EASE AND INSTANT GLOW FIT ME TINT PROVIDES.
THE INFLUENCERS ALSO TALK ABOUT THE OTHER BENEFITS. FOR EXAMPLE, WHILE GETTING READY IN THE CAB SHE CAN TALK ABOUT THE SPF PROTECTION THE PRODUCT OFFERS.
INFLUENCER ACTIVATION
ON-GROUND ACTIVATION
THAT GREAT BIG ORANGE IN THE SKY
FOR THE LAUNCH, WE HAVE BALLOONS LOOKING LIKE GINORMOUS ORANGES HANGING IN THE AIR.
THE BALLOONS COMMUNICATE THE FACT THAT FIT ME TINT IS LIGHTWEIGHT, FRESH & WITH THE ADDED GOODNESS VITAMIN C
THIS LARGER THAN LIFE ACTIVATION IS PROMOTED THROUGH PR AND INFLUENCER ACTIVATION. THE GOAL IS TO CREATE A LARGER THAN LIFE ACTIVATION THAT GENERATES BUZZ ORGANIC AND OTHERWISE.
JUICIN’ IT
WE INSTALL AN ORANGE JUICE VENDING MACHINE IN COLLEGES/MALLS.
THE FUNCTIONING OF THE MACHINE REMAINS THE SAME BUT THE END PRODUCT WILL CHANGE. INSTEAD OF ORANGE JUICE, THE MACHINE WILL DISPENSE MNY FIT ME TINT.
THE IDEA IS TO SHOW THAT MNY FIT ME TINT IS INFUSED WITH ORANGES TO PROVIDE THE FRESHNESS YOUR SKIN DESERVES. #GLOWALLOUT
SAMPLING IDEAS
LIFE SIZE TINT
FOR PRODUCT SAMPLING, WE PLACE A LIFE-SIZE MNY FIT ME TINT PACKET ON THE COLLEGE CAMPUSES.
THERE WOULD BE A BUTTON/SCREEN THAT, WHEN PRESSED, POPS OUT MNY FIT ME TINT.
WE ALSO SET UP A BOOTH NEXT TO THIS LIFE-SIZE PACKET WITH MAYBELLINE BRANDING. MESSAGE ON THE BOOTH - #GLOWALLOUT
WE ASK THE STUDENTS TO SAMPLE THE PRODUCT, GET CLICKED ON THIS BOOTH AND POST ON INSTAGRAM WITH A SMALL REVIEW.
THE BEST PHOTOS CAN BE FEATURED ON OUR NEW INSTA PAGE AS WELL
FITME TINT PARTY BUS
WE CREATE A MINI CARNIVAL EXPERIENCE INSIDE THE TRAILER FOR MNY FIT ME TINT.
THIS TRAILER WILL KEEP ON MOVING TO DIFFERENT LOCATIONS TO GRAB AS MANY EYEBALLS AS POSSIBLE.
INSIDE THE TRAILER, THERE WOULD BE FUN GAMES FOR PEOPLE, AN ORANGE-THEMED PARTY AND FREE SAMPLES AVAILABLE FOR THEM TO TRY ON. WE ALSO INSTALL A BOOTH INSIDE THE TRAILER THAT SAYS - #GLOWALLOUT WITH MNY FIT ME TINT.
THIS ENGAGING SAMPLING ACTIVITY WILL GENERATE A LOT OF UGC CONTENT FOR US.
SOCIAL CONTENT ACTIVATION
INSTA PRE-LAUNCH POST
WE DO A 3X3 GRID FOR THE PRE-LAUNCH POST ON INSTAGRAM SIMILAR TO THE REFERENCE.
IN THE BACKGROUND, WE ADD OUR KEY INGREDIENT - ORANGES AND WE ADD A SILHOUETTE OF OUR PRODUCT WHILE TELLING THE AUDIENCE THAT SOMETHING’S COMING UP SOON.
CC: IT’S TIME TO #GLOWALLOUT. STAY TUNED.
DAILY 5
THE BEAUTY OF FITME TINT IS IN ITS EASE. IT’S QUICK AND EASY AND TRANSFORMS YOUR DAILY LOOK.
LET’S UNDERLINE THE FACT THAT IT’S A DAILY PRODUCT THAT CAN ENHANCE YOUR LOOK WITH VERY LITTLE TIME INVESTMENT.
WE DRAW PARALLELS TO THINGS YOU CAN DO IN FIVE MINUTES EVERY DAY TO ENHANCE YOUR LIFE. LIFE HACKS LIKE LISTING TASKS, MEDITATION ETC.
THIS IDEA CAN LIVE MANY LIVES - AS A CONTENT PIECE ON SOCIAL, AS AN AUDIO ADVERT ON STREAMING PLATFORMS, AS A DAILY RADIO PROPERTY - THE POSSIBILITIES ARE ENDLESS.
INSTA LAUNCH POST - GRID 9x9
OR THE MAIN LAUNCH, WE CREATE A 9X9 VIDEO GRID THAT REVEALS THE PRODUCT AND THE BENEFITS TOO.
EVERY INDIVIDUAL POST WILL PLAY AS A VIDEO AND WILL GIVE SOME INFORMATION ABOUT THE PRODUCT.
E-COMM ACTIVATION
SQUEEZE TO TRANSFORM
WE CREATE AN INTERACTIVE BANNER WHERE WE SHOW A HALF CUT ORANGE LIKE IN THE REFERENCE.
TO CUE IN SQUEEZE VISUALLY, WE CREATE A CLICK BUTTON. WHEN THE AUDIENCE PRESSES THAT BUTTON, THE JUICE COMES OUT OF THE ORANGE, AND THE PRODUCT REVEALS ITSELF. ALTERNATIVELY, WE CAN CREATE A GIF BANNER FOR THE SAME.
COPY: TAP HERE TO #GLOWALLOUT
A SHADE FOR EVERYONE
WE CREATE CONTEXTUAL BANNERS TO HIGHLIGHT THE FACT THERE IS A FIT ME TINT THAT FITS EVERYONE.
THESE INTELLIGENT BANNERS ‘READ’ THE VISUALS ON THE PAGE THEY ARE FEATURED ON AND PULL THE RELEVANT TINT FOR THE FACE FEATURED ON THE PAGE.
THE MESSAGING SAYS
“THERE’S A TINT FOR HER. THERE’S A TINT FOR YOU. FITME TINT WITH 6 SHADES TO CHOOSE FROM.”
WATCH & BUY
WE ARRANGE A NYKAA WATCH AND BUY LIVE EDITION WITH THE TITLE - BEGINNER FRIENDLY MAKEUP REGIME.
WE TAKE ON BOARD TWO INFLUENCERS WHO DISCUSS DIFFERENT BEGINNER-FRIENDLY PRODUCTS. FOR EG: BABY LIPS, COLOSSAL KAJAL, LINER, MASCARA AND INTRODUCING MNY FIT ME TINT.
THEY TALK ABOUT THE RTBS, AND A SHOPPABLE LINK TO COMBINATION BUNDLES WOULD BE AVAILABLE BELOW. USERS WHO BUY IN REAL-TIME WILL GET A LIMITED-TIME DISCOUNT VOUCHER ON THE BUNDLES.
