A groundbreaking new campaign from creative retail agency specialists .99, in partnership with Maybelline New York, is set to make frustration and buyers’ remorse a thing of the past for foundation-wearing New Zealanders.
Maybelline’s Love Your Face is the first local campaign to utilise YouTube’s new Cards mobile capability, and YouTube Annotations for desktop, to bring to life an interactive, pick-a-path video that enables Kiwi women to find their perfect-fit Maybelline foundation.
Featuring three of New Zealand’s up-and-coming beauty vloggers Olivia Mead, Bonnie Hu and Hannah Carson, the clip uses the pick-a-path technology to prompt viewers to identify their skin type and coverage preference, with each vlogger helping viewers select the best Maybelline New York foundation based on their needs. The interactive video also offers great tips on how to get the best out of each foundation too.
“Picking the right foundation can be a really daunting task,” says Carolyn Aldridge, senior product manager for Maybelline NZ. “However, we didn’t just want to simplify that process – whatever we did, needed to be engaging and relevant for all women who watched our interactive vlog. .99 have delivered on both of these, and brought this campaign to life beautifully.”
.99 and justONE managing director Ben Goodale said: “Smart content is a growing part of our offering. It’s great to be the first in New Zealand to successfully execute pick-a-path navigation using YouTube Cards for mobile devices; there’s no doubt this tool was the right fit for this project. This features 60 minutes of content but due to the smarts involved, consumers only experience what is relevant.”
The Maybelline Love Your Face campaign has been launched via the YouTube clip, and will be supported by a range of social media and in-store channels, including Facebook promotions, mall-based activations and POS.
To see the Maybelline link – with all its bells and whistles – click here.
CREDITS
Agency: .99
Chief Creative Officer: Craig Whitehead
Group Creative Head: Chris Long
Art Director: Amy Cattanach
Copywriter: Michael Howard
Art Director: Jamie Kneale
Group Account Director: Suzie Gates
Account Manager: Alice Jeffries
Senior Digital Strategist: Colin Rebairo
Client: L’Oreal
Group Brand Manager: Victoria Clark
Senior Product Manager: Carolyn Alridge
Media: FCB
PR: Pead PR
Activation Agency: Brandspanking
Share this Post
