#BeYourOwnFilter: Introducing Maybelline's new foundation for the Snapchat generation

This case study shows how Maybelline, the cosmetics brand, increased brand awareness and sales in Singapore by tapping into women's love for Snapchat selfies.

Campaign details

Brand: MaybellineBrand Owner: L'OréalLead Agency: TBWA\Group SingaporeCountry: SingaporeIndustries: Cosmetics, beauty aidsMedia Channels: Games & Competitions, Online Video, Social media, Websites & microsites

Executive Summary

This is the story of how Maybelline disrupted conventional cosmetic product advertising by cleverly demonstrating the efficacy and finish of our new Dream Velvet foundation, without needing to say a single word.

By tapping into young Singaporean women's obsession with Snapchat selfies, we positioned our new foundation as a real-life Snapchat filter, gaining instantaneous resonance with our audience.

As a result, we successfully...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands