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Trending & Different: Maybelline’s viral route

16-January-2012
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Trending & Different: Maybelline’s viral route

The week gone by saw the provocatively named WTF become a rage on Twitter and Facebook and the most trended topic. A short form for Women Take Forever (#womentakeforever, www.facebook.com/womentakeforever), the viral movement gathered momentum till men and women went hoarse on the subject.

Then came #beforewomengetready, triggered by three comedians on January 9, 2012 – Varun Thakur, Karan Talwar and Satan Bhagat – and the movement raced ahead, by which time over 5 million people had already given quirky one-liners with the hash tag WTF, sharing their views on the subject.

The purpose behind the viral campaign is now revealed. The entire exercise was to create buzz around the launch of Maybelline’s latest product, the BB Cream. The new product offers the benefits of a foundation, sun block and a moisturiser, thus reducing the time women take to get ready and giving them a confidence to ‘Go Nude, the way nature intended it’. The creatives have been divided into two phases – the ‘WTF phase’ and the ‘Reveal phase’ (Nude is the Answer to WTF).

In an exclusive conversation with exchange4media, Harshil Karia, Founder & Online Strategist, FoxyMoron, the digital agency behind the campaign, said, “It is a different launch, where we communicate to women in a breakthrough fashion. We wanted WTF to turn into a movement. We wanted men to latch on to this as a concept.”

And that is exactly what the campaign did. Besides trending globally, there were no less than 2,500 tweets by celebrities, which included Aayushman Khurana, VJ Hoezay, Kainaz Motiwala, Konkana Sen Sharma and other comedians like Rohan Joshi and Tanmay Bhat.

It had women up in arms on Facebook. “Basically, it had the dichotomy of pitting men against women. It became interesting when Maybelline also initiated this topic on its Facebook group of around 500,000 members,” Karia added. He disclosed that the “launch will be in an edgy way”. The peg is 35,000 men say WTF and they get the answer, “we’re going nude”.

Speaking on the digital approach, Manashi Guha, Marketing Manager, Maybelline, told exchange4media, “The Maybelline girl is full of fun, very spirited, optimistic. She is 18-25 years old and already so aware. They have their FB, Twitter, BlackBerry, Pphones and are so connected. If you want to talk to them, you need to be different. That’s why we chose to do this. The product proposition is a revolutionary concept.”

The Power of 8
Called the 8-in-1 skin perfector, the BB Cream or the Bright Benefit Cream, has been a huge rage since its launch in Korea, spreading to other Asian countries. “It’s a hard-working cream,” Guha added.

Not wanting to reveal the market spends, she said, “We’ve seeded the idea and the action was so far on the net, where our spends were nothing. In the next one to two weeks, yes, we’ll spend. From looking for an answer to WTF, the answer is out now. You can dare to go nude!”

The TG was sufficiently ‘engaged’. “We’ve got our TG involved on FB. They have been aggressively commenting on FB, Twitter,” Guha said.

On the media mix, she added, “Digital is our lead medium, along with a little bit of print and OOH. In Femina, we will have an all Maybelline cover with Esha Gupta. As young girls today really do not have time to watch much of television and they are also not loyal to any genre of programming, we have really not been on television and we do not even plan to use it for this product launch.”

In the second phase of the campaign, Maybelline will go ahead with the ‘Dare to go nude’ positioning and talk about the eight benefits of BB Cream in more detail. This will be backed by on ground activations in colleges.

On the progress of the campaign, Karia elaborated, “Phase two will be the education part. We want women to play with this idea of the ‘Power of 8’, and we want them to come together and find out how it works. Finally, the campaign will have flash mobs to signal the end of the campaign.”

Tags Maybelline BB Cream Harshil Karia Manashi Guha Shree Lahiri FoxyMoron

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