Maybelline: Snapchat Hack

Credits & Description:

Entrant: Tbwa\singapore, Singapore
Brand: Maybelline Dream Velvet Foundation
Corporate Name of Client (if applicable): L'Oreal Singapore
Agency: TBWA\Singapore, Singapore
Production Company: Digital Arts Network\Singapore, Singapore
Post-Production: Rohan Lorenz/Teo Yi Zhen/Lee Jing Wei
Synopsis:
Singapore is a small, savvy market of consumers notoriously difficult to engage. Our target audience is constantly bombarded by beauty brands on social media and sees up to 600 ads daily, making it a struggle to stand out with new product launches happening regularly.
The greatest challenge for the launch of Maybelline’s new Dream Velvet Foundation was to communicate its trendy and popular soft-matte finish in a way that resonates with our target audience, and stands out from similar competitor merchandise at comparable or lower price points.
Traditional foundation advertising was not going to cut it, as all of it came with a highly similar look and feel, featuring professionally studio-shot and retouched models that would definitely get buried under saturated competitor clutter on social media.
Thus, Maybelline had to find a simple and intriguing way of getting noticed without breaking the bank, given our small budget to run the campaign in Singapore.