The Maybelline Snapchat Hack

This case study explains how Maybelline, a cosmetics brand, marketed its foundation in Singapore, a small market of consumers who are difficult to engage.

Campaign details

Brand: MaybellineLead agency: TBWA\ SingaporeRegion: APAC

Objective

Singapore is notorious for being a small, savvy market of consumers who are difficult to engage, especially when it comes to beauty marketing – our target audience are constantly bombarded by beauty brands all over social media, and are exposed to as many as 600 ads daily.

Adding fuel to the fire are the new product launches that happen regularly in the market, especially within the heavily saturated foundation product category. Maybelline's greatest challenge was to communicate our new Dream Velvet Foundation's trendy and popular soft-matte...

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