Total Takeover Signals Total Success for Maybelline in MENA
23 Secs
Average Camera Playtime³
Total Takeover Signals Total Success for Maybelline in MENA
Making an impact in the cosmetic industry is difficult. Making an impact during Ramadan is even more difficult. As brands attempt to achieve market share at a key point in MENA’s commercial calendar, consumers become overwhelmed. This means campaigns can fall short of expectations. Even much-loved heritage brands like Maybelline need to increase their efforts during peak season to drive significant results – and that’s why it turned to Snapchat.
As a beauty brand, Maybelline has consistently championed variety and innovation. This was further proven in its approach to its Ramadan campaign, which was aimed at women aged between 21 and 24-years old.
To reach this audience, deliver impactful messaging and drive conversions, the brand opted for a multi-format approach: organic, paid and creator collaboration. Choosing to leverage Snapchat’s Total Takeover suite, Maybelline used First Commercial, First Story, and First Lens, owning four of five Snapchat tabs for an entire day.
In a series of slick creatives which tapped into the target demographic’s culture and lifestyle, Maybelline set itself apart from competitors, expertly harnessing Snap tools to bring its offering to life.
Maybelline’s Snapchat campaign was a clear success, delivering positive shifts on action and intent-oriented behaviours. Over the course of the Holy Month, the brand achieved more than 131K Profile Views⁴. Exceeding anticipated benchmarks, Maybelline celebrated a 23-second average camera playtime⁵. It also drove a 1.04% CTR compared to a 0.2% CTR benchmark⁶. Furthermore, First Story and First Commercial exposure alone drove a 5-point lift in Ad Awareness, while Action Intent among its key demographic of 21-24 year-olds saw a 7-point boost⁷.
Ramadan is a very special and unique moment, it is a spiritual moment of compassion and humility, yet it’s also #1 beauty moment of the year as it leads up to Eid Celebration. At Maybelline it is our biggest annual challenge: how to come up year after year with the most locally relevant campaign while staying true to the global brand DNA? Every year, we partner with Snapchat to create the most platform fitting, most organic version of our Ramadan campaign, to get maximum engagement from our Saudi audience.