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DO YOUR BROWS – CHANGE YOUR FACE!

With Maybelline NY we have announced a new product on the Russian market — the Brow Drama Sculpting Mascara. The brow product segment was still underdeveloped then, but we have introduced the new revolutionary product and taught girls how to use it.

Objective

The brand was faced with the following objective: to launch a product in Russia in the underdeveloped brow product segment and to get the user to fall in love with it at first sight.

Insight

“I realise that brows can completely transform a makeup look, but I don’t know how to do them so that it looks good and not vulgar”.

Idea

  Just do your brows and your face will be transformed. The solution consisted of the following stages: Teaser clips by bloggers. Maria Way and Miss Ansh showed how to use the brow products in the popular format of doing a friend’s makeup. They also encouraged girls to take part in the social media contest. Social media contest. A contest was announced on the brand’s social media — girls were to post a picture of their brows and explain in the post why they should win a brow makeover by Yura Stolyarov (the brand’s official makeup artist). Yura chose 10 winners who took part in makeover shoots. We shot short clips about how the right brow shape along with Maybelline brow products can transform the entire face. Media campaign (banners, Youtube masthead, vmetro). Based on the makeovers and photos from the shoots we created banners, a preroll, a masthead and a vmetro campaign. The media with contest winners used to promote products was the defining feature of the campaign.

Result

  • 427
    CONTEST PARTICIPANTS
  • 2 500+
    #хочумодныеброви (#WANTTRENDYBROWS)
  • 13 000
    NEW VKONTAKTE FOLLOWERS
  • 1 000 050
    VIEWS ON YOUTUBE
  • 40%
    Share of Buzz
  • 29M
    CAMPAIGN REACH
  • на 317%
    INCREASE IN SALES

Team

Hungry Boys
  • Account Director Lyubov Chubataya
  • Account Managers Margarita Surgucheva, Anastasiya Veretennikova
  • Art Directors Sergey Andronov, Anton Vodogreev
  • Motion Sergey Yumakov
  • Creative Konstantin Kupriyanov, Kseniya Apresyan
  • Video Production Evgeniy Kosov