MAYBELLINE – BABY LIPS

Mission: To rebrand Maybelline’s product, Baby Lips, which has been on the market for years.

Obstacle: Baby Lips launched in 2011. The product has dropped off and lost popularity in the oversaturation of lip products.

Goal: Revitalizing the product and making it relevant again is key. This will be accomplished by having a product awareness campaign through the use of social and organic influencer content. Essentially, make Baby Lips cool again.

:06 Second Social Spot

Concept: Video is self made quality, vlog stlye – people’s own shots of them putting on Baby Lips while running to meet their friends for brunch, putting it on using the car mirror, putting it on in a bar bathroom, all showing off their lips in mirrors and phone cameras while saying…

“Look at my baby lips.”

Facebook/Instagram In-Feed Post

Look at my Baby Lips campaign – individual consumers submit pictures of themselves with #lookatmybabylips. Maybelline reposts these pictures and pictures provided by the following influencer campaign.

Influencer Campaign/Giveaway

Use an influencer integration strategy to take part in the #lookatmybabylips campaign. 10-12 influencers will be posting their own pictures on their Instagram Feeds with the hashtag and encourage their followers to do the same for a chance to win a Baby Lips package. To enter into the giveaway, consumers will have to follow the influencer, follow Maybelline’s Instagram, and post a picture to their feed with the hashtag #lookatmybabylips. The package will include all of the Baby Lips colors, the influencer’s top camera pick, a Maybelline gift card, and a ring light mirror that has the hashtag #lookatmybabylips engraved on it. Each influencer will also post a sponsored organic feeling video on their Instagram Stories using the hashtag #lookatmybabylips.

Out of Home Wall Art

Will have an Out of Home wall art display that is a giant wall of lips in 3 major cities (New York, Los Angeles, Chicago). Instagram-worthy display with #lookatmybabylips at the bottom. With the hashtag, there will be organic promotion as well as content for Maybelline’s Instagram In-Feed posts and Stories.