In 2023, Maybelline faced a unique challenge: How can it promote a successful product like the Lash Sensational Sky High Mascara and take it to even bigger heights?
The product was already a favorite among beauty aficionados on TikTok, receiving rave reviews about its affordability and high quality.
Maybelline knew it had a killer product on its hands; however, in the competitive world of beauty, staying ahead demands bold moves to remain relevant and become even more visible.
That said, what did Maybelline do to outshine the competition and ignite even more buzz for its product?
The brand broke the mold and what happened next was nothing short of genius.
Leveraging Technology for Marketing
Promoting beauty products to the public has become a challenging endeavor for companies since they need to do more to capture the attention of their target consumers.
Due to this, Maybelline’s marketing team had to come up with a way that would elevate its product in the eyes of its target market.
The marketing team’s answer?
Utilizing CGI technology!
The digital guerrilla marketing campaign played out like this:
In July 2023, Maybelline released a TikTok video that made viewers believe that an underground train in London was “wearing” fake eyelashes, with a giant mascara brush extending from a billboard to coat the fake lashes as the train passed by.
Then, the video cuts to the streets of London, where a double-decker bus, adorned with fake eyelashes passes by a building where a giant mascara brush coats the fake eyelashes yet again.
Photo from Metro
Judging by how the video looked, it was reasonable for some to assume that the fake eyelashes and giant mascara were real since these looked so lifelike.
… and was exactly the point: To make viewers question if what they saw was real or fake.
When interviewed about the campaign, a representative from Maybelline said the whole point of the stunt was to surprise consumers and make them question the reality of what they saw.
Furthermore, the beauty brand wanted to create a digital asset that was fun and entertaining to look at.
So, was the campaign a success?
YES!
The video received nearly 3 million likes, 22,000 comments, and 76 million views on Instagram.
Meanwhile, on TikTok, the video received over 35,000 likes and over 477,000 views.
With these results, there’s no doubt Maybelline was able to enhance visibility for both its brand and product.
Kudos to Maybelline and its marketing team!
—
By thinking outside the box and leveraging the power of technology, Maybelline was able to generate hype for an already successful product, taking both its brand and offering to new heights.
So, when you sit back and think about how you can generate buzz for your brand and offerings, take a look at Maybelline’s success story!
A creative spin that leverages both cutting-edge technology and the power of guerrilla marketing just might be what you need to successfully capture the attention of your audience and generate buzz for your brand.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
Powered by VX Dynamic
www.vxdynamic.com
