How Fit Me Range eCommerce Tool increased awareness & sales for Maybelline New York India

Case study by Foxymoron where it built an ecommerce tool to increase awareness and sales for Maybelline NewYork India, submitted under the category: ‘Best Branded Content Site – B2C’ for LI Content Marketing Awards 2017

Maybelline India #madetofit

The Client

Maybelline New York India (L’Oreal India Private Limited). Maybelline New York is inspired by confident, accomplished women and gives you scientifically advanced formulas, revolutionary textures and up-to-the-minute, trendsetting shades effortlessly, affordably, beautifully.
The brand is always looking for new and innovative ways to engage its online community and connect with its consumers on a one-on-one basis. This campaign is a great example of this brand essence.

The Agency

FoxyMoron’s roots are based in an experiment. What started off as a summer project in 2008 evolved into something unbelievably enormous! It was the thought of having a good time while doing something we love, doing it because what’s life without a little mayhem, but most importantly, it was about doing things for the fun of it. This very philosophy is what converted our little summer project into one of India’s leading independent digital agencies.

In today’s environment when you have everything from Banks to Birth Control pills and Water Coolers to Air Purifiers with a digital presence, we place innovation above all in order to distinguish our clients from the herd! We always aim to make the brand a little more Foxy. We always do things differently, because we don’t know any other way. This works for us as it leads to thinking outside the box and coming up with ideas like never before. For our clients, it leads to innovative, interactive and impactful award winning work that raises the bar for the industry.

FoxyMoron has conceptualized, created and executed some of the biggest and successful brand led activities in India and our company has grown to become one of India’s leading digital marketing agencies, but nothing else has changed…we still follow the same philosophy!


Problem Statement

Face makeup in India is a growing yet evolving category. In a country like ours where people aren’t too comfortable to buy makeup, we needed to create a solution that would not only drive purchases in the category but also make the purchasing journey easier.

Identified Objectives

As India is an evolving market and economy consumers are purchasing more and more online, we wanted to figure a mechanism to make the consumer journey a lot simpler and easier. Hence, we ventured to build a tool that would adhere to the needs and wants of consumers as well as educate them, hoping to break misconceptions on purchasing face makeup online.

Strategy/execution

Maybelline New York is always using innovative means to educate its consumer and cater to their needs, taking up challenges and overcoming them. We created an online tool which helps girls understand the criteria in selecting the right shade of makeup online and made purchasing easier, a first in the space of beauty in Indian e-commerce.

As the Indian consumer is moving online, we created the Fit Me tool to help them select their undertone, skin color, skin type and closest appearance to give consumers the range of face makeup shades that fit them perfectly. The tool broke down the selection process for girls, making personalised combinations the key to her decisions. The property still exists on the portals of leading e-commerce players.

With this tool we were able to break stereotypes around purchasing face makeup online as we saw a great response and conversion to the tool. Across social media and communication, this was the key campaign asset and landing page where all the traffic was diverted. From the 50+ beauty bloggers we tied up with, to our brand ambassadors, there was a single minded approach in terms of execution; get the consumer involved in the selection process!

Results

The Fit Me tool sales were compared to the launch month of other foundations and we saw the following results:

  • 5X value offtakes in Amazon as compared to other foundations during launch month.
  • 2.4X value offtakes in Nykaa as compared to other foundations during launch month.
  • There were more than 348,000+ clicks on the tool.
  • On social media too, the tool conversations saw a 2% engagement rate which met the benchmark.

Being one of the pioneers in the digital sphere, the Fit Me tool is an impeccable example of how Maybelline New York uses maximises its e-commerce presence to Make IT Happen.

Observations

With this tool we were able to break stereotypes around purchasing face makeup online as we saw a great response and conversion to the tool. Getting the consumers involved in the selection process worked very well for the brand, it made them more comfortable to buy our products online as the tool made them feel as if they were at the store going through a product selection process.

Case study video

Maybelline New York India #Madetofit

As India is an evolving market and economy consumers are purchasing more and more makeup online, FoxyMoron decided to build a tool that would educate consumers and also increase sales for Maybelline New York IndiaHere is the case study video that tells you how the team achieved it's objectives.

โพสต์โดย Lighthouse Insights บน 17 ตุลาคม 2017