The Amazon India Fashion Week saw the latest in fashion trends with over 100 designers showcasing their collections. While the audience at the Fashion Week were treated to some amazing creations by India’s top designers, folks not present at the event could also experience the fashion trends, the excitement, the latest in make-up trends, courtesy Maybelline New York India, one of India’s leading beauty brands as well as event partner.
The beauty brand has always been a pioneer in embracing the new in digital. Leveraging this partnership to bring all the excitement, the experience and the latest trends in fashion and make-up, right from the runway, Maybelline launched a digital campaign #MaybellineAtFashionWeek. The intent was to bring the magic of the Amazon India Fashion Week to those girls who couldn’t make it there, in the most realistic way possible.
#MaybellineAtFashionWeek, conceptualised and executed by FoxyMoron, the brand’s digital agency, constituted two main elements – a Facebook Canvas and a 360 video featuring Maybelline New York India’s latest ambassador Athiya Shetty and make-up artist Elton J Fernandez.
Canvas is a full-screen ad introduced recently by Facebook for businesses to tell their stories and bring alive their products, in an immersive and expressive experience for mobile users. With its assortment of videos, images, carousel and its tilt-to-pan feature, Facebook Canvas was chosen to bring the latest runway trends, makeup tips and tricks to the fans from the Amazon India Fashion Week.
The highlight is the ‘Try The Look’ carousel that lets you mix and match different eye looks with different shades of lipstick to create their favourite look. Experience it on your smart phone here. One can also shop the look from the link to the Amazon site, right from their smartphone.
Additionally, Maybelline New York’s 360 video follows brand ambassador Athiya Shetty, capturing her journey at AIFW 2016, while bringing the overall experience right from a sneak-peak behind the scenes to all the glitz and glamour of the runway. Tilt and go anywhere at the event as your heart desires.
Maybelline New York’s use of Facebook Canvas and 360 degree video shows the best way to enable the latest in technology to bring alive an offline event. The immersive multimedia experience on users’ smartphones, the 360 degree video became a great way to connect consumers with the brand’s latest offerings. As more of digital India browses on its smartphones, it becomes imperative for brands to embrace mobile and innovate their storytelling specifically for mobile devices.
Brands are using Canvas in innovative ways: Burberry used Canvas to build a mobile-friendly and interactive holiday gift lookbook. Coca Cola built a Canvas that featured the newly launched special series of Aluminum Bottle. They reached nearly 16 million people and had an average view time of 18 seconds. ASUS created a Canvas with the theme “end bad gifts” during the 2015 holiday shopping season; ASUS saw a 42% increase in clicks on the ad, and people who clicked into their Canvas spent an average of 12 seconds viewing the content. Plus, 70% of the people who clicked on the Canvas ad went to the ASUS website after exploring the Canvas.