User:Ernest Mo/sandbox

link to draft:

https://en.wikipedia.org/w/index.php?action=edit&preload=Template%3AAfc+preload%2Fdraft&editintro=Template%3AAfC+draft+editintro&title=Draft:Maybelline_the_Nudes_Palette_Marketing_Campaign&create=Create+new+article+draft

Dare to Go Nude was the title of the Maybelline New York promotional campaign for their product the Nudes Palette, which ran from 2014 to 2015. The Dare to Go Nude campaign was significant for being an example of a prominet, main stream marketing campaign that utilised an omnichannel approach to promotions. The campaign was designed by media agency Digitas LLB and marketing agency Code and Theory, made to be displayed across multiple platforms, primarily digital platforms. Promotional channels ranged from social media platforms such as Youtube and Instagram to television, out of the home (ootd) advertising, as well as a dedicated microsite.

The campaign was designed to promote the Nudes Palette to the mass market by capitalising on the existing nude makeup trend in a manner that was ownable to Maybelline, as well as providing an opportunity for Maybelline to enter the eye shadow market with the release of its first eye shadow product (Effie, 2015).

The Product
The product that the Maybelline campaign was promoting was the Nudes Palette, which held significance for being the first eye shadow palette released by Maybelline New York. The product has been followed up by a sister product, the "Maybelline's Blushed Nudes Palette," which features 12 shades of blushed nudes, as opposed to the original 12 shades of nude in the original product. The sister product utilised a similar digitally dominated marketing strategy for promotional efforts.

Strategy: Influencer based marketing
The campaign used a multi-channel, integrated marketing approach which utilised both traditional advertising methods such as television and ooth, but combined this with social media platforms and influencer created content in order to "blur the lines between created content and advertising" for a more subtle native advertising strategy. The marketing strategy of Maybelline in this campaign aligned with their existing marketing and social media strategy, that targeted and engaged consumers through regular content creation on social media platforms such as Instagram, which was then complemented by influencer created content (influencer marketing ) in order to "build spikes of excitement". Moreover, this "cycle of engagement," was sustained with platform specific content, that involves consumers as much as possible, through encouraging user created content.

As a result, this stimulated consumer conversion to the product, by first peaking consumer interest and attention in the product itself. Social media is seen as a cheap alternative to mass marketing, with its ability to reach a wide audience at lower costs in comparison to traditional methods of advertising. Moreover, influencer marketing has seen increased use in mainstream marketing in recent years due to heightened levels of consumer perception of information credibility from influencers.

Youtube
According to Think With Google, Maybelline utilised several key tools, including a Youtube masthead takeover, Google preferred, as well as TrueView ads to promote advertising material on the digital platform Youtube. Regarding the campaign, a large number of organic views and exposures were generated by directly exposing consumers to promotional material via these platforms.

Youtube masthead
Maybelline noted the need for, “high visibility for a product with such versatility and affordability", and thus launched paid promotions across mobile as well as desktop platforms on the day of the product launch, with paid advertising appearing on the home page of Youtube. Not only was this used on launch date, but it was also used in remarketing throughout the campaign to maximise engagement with the brand. The process involved the placement of large banner advertisements on the home page of Youtube on both mobile as well as computer formats.

Google preferred
Maybelline also utilised the Google preferred software for its advertisements in order to reach more popular and larger marketing channels on Youtube, “running the brand’s content ahead of highly trafficked content on Youtube”. This allowed Maybelline to reach enthusiasts who were more likely to convert to purchasing the product

TrueView
The Youtube campaign was also supplemented by the use of TrueView skippable ads, which further drove engagement with the brand throughout the campaign, according to Diana Madkekar, senior manager of digital marketing for Maybelline New York. However, the premise of TrueView, where clients only pay when consumers watch the advertisements, allowed Maybelline to maintain advertising efficiency in their online marketing in terms of dollars spent per true exposure.

Influencers
For the influencer led portion of the campaign, Maybelline New York partnered with 13 makeup influencers from the Youtube community, with:

-       Stephanie Ledda (SMLx0)

-      Shannon Harris (Shaaanxo)

-      Tiarra Monet(Tiarra_Monet)

-      Leigh Ann (leighannsays)

-      Sophia Chang (fashionista804)

-      Holly Ann-Aeree (hollyannaeree)

-      Tess Christine (tesschristine123)

-      Jenny Claire Fox (MissJenFABULOUS)

-      Belinda Selene (MissBel01xox)

-      Sinead Cady(TheMakeupChair)

-      Alison Henry (AlisonLovesJB)

-      Lakia Star (LakiaStar)

-      Kasey Michaels (stillGLAMOROUS).

These influencers aided in the promotional campaign by engaging directly on Maybelline’s own Youtube channel, as well as on their individual respective channels on the platform. As part of the Youtube Dare to Go Nude campaign, each influencer had their individual “the look” segment in a promotional playlist on Maybelline’s primary Youtube channel, with these segments designed to provide inspiration on potential looks using the palette, as well as leverage the existing influencers' fanbases to grow attention for the product. Moreover, influencers created content on their own channels, in the form of makeup reviews or makeup tutorials which each showcased the product's features and use, being an example of Maybelline's use of native advertising. Hence, the influencers functioned not only as paid content producers, but also engaged regularly with the target audience across multiple channels, especially in the mainstream media. As such, the influencers in this campaign occupied more of a brand ambassador role, in line with existing tactics in terms of online promotions for Maybelline New York.

Instagram content
Along with mainstream influencer created content, Maybelline also encouraged its consumer base to engage with the brand and the campaign via the Dare to Go Nude hashtag, encouraging its Instagram, followers to post head shots of their makeup using the hashtag and the product. Instagram is noted to be a particularly powerful marketing tool due to the use of hashtags, where the platform serves more as a discovery media tool as opposed to a visual one. This increases the likelihood of successful and relevant interaction between consumer and business. (Costill, 2013)

Microsite
As part of the Integrated Marketing Communications (IMC), Maybelline has also used a designated, multimodal microsite dedicated to the product for this campaign. On the site itself, customers are connected to both inspiration and look ideas created by Youtube influencers, as well as the product itself via a series of dropdown menus and directional buttons. The interactive platform condenses vignettes and videos into a single location in order to increase consumer interaction with the brand and product during the campaign

Traditional Channels
Whilst spearheaded by influencer made content, the campaign also was heavily driven by traditional modes of advertising

Reception
The campaign in a large part was successful and highly effective in increasing consumer interaction with the brand and the product. According to Google, In the first four weeks, the campaign garnered 9MM organic video views and a total of 39.3MM views, exceeding Maybelline’s forecast of 4MM views tenfold. Google noted that the campaign was particularly effective at capitalising on cross platform channels, with "clicks" coming from both desktops as well as mobile devices.

A study from Quantiumalso revealed the effectiveness of the Facebook advertising campaign, with 1.9X uplift in offline sales for consumers who were exposed to Facebook advertisements, in comparison to the control group that was not, and the research also noting that the campaign was effective in targeting consumers to switch to the product who were initially disinterested or unaware of the product. This is represented by the 42% increase in incremental sales that came solely from purchasers of competitor brands (switchers).

Awards
The campaign was a finalist in the 7th annual Shorty Awards for best video in the fashion, beauty and luxury category.