Maybelline: How Maybelline turns audience into consumers through videos on TikTok

Cosmetics manufacturer Maybelline created a TikTok campaign to grow penetration and sales among 18-to-34-year-old women in Indonesia.

Campaign details

Brand: MaybellineAgency: TikTok IndonesiaRegion: APAC

Strategy

Objective:

Maybelline has the ambition to further increase market share by doing market penetration especially on the younger target audience of 18-34 years old.

Pandemic shifted consumer behavior more toward online shopping. This has become a challenge for Maybelline as makeup purchases are highly related to product trials which used to be dominated by offline store experience. Maybelline needs to find a new and better way for promoting brand experience to consumers.

Thus they leveraged the short and long forms of videos that TikTok is known for...

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