Crowdsourcing via your community is possibly the best feature that social media has to offer. And, brands are getting increasingly crowdsourcing-savvy to help bond better with their fans. The latest endeavour in brand crowdsourcing was seen by cosmetics brand Maybelline New York India for its latest product – the Baby Lips lip balm.
Maybelline New York India crowdsourced kisses from its Facebook community to create the Baby Lips kiss song featuring Alia Bhatt, the new face of the brand. Millions of fans were invited to contribute to the Baby Lips song with their kisses, by uploading it through an app on the Maybelline India Facebook page. And, more than 6000 women actually sent in their kisses!
The campaign was conceptualized and executed by the brand’s digital agency, FoxyMoron. After a month-long effort on Facebook, the Baby Lips kiss song – also touted to be India’s first ever crowdsourced song – was released on the 2nd of May, and the music video is now also being aired on music channels like MTV, ETC and Mix.
Pout, kiss and record on Facebook
An app was hosted on the Maybelline India Facebook page inviting its 2.1 million fans to pout, kiss and record their kiss, through the microphone. You could either upload or record your kiss. The app also featured a live counter to display the number of recorded kisses.
Beginning in the middle of March, fans were invited to record their kiss through a series of Facebook updates that started off by announcing the campaign as a surprise. And, then continued inviting fans to be a part of the Baby Lips anthem through a series of Facebook updates; nothing else was revealed.
Nearly a month later in April, Facebook updates began sharing a new surprise for the fans relating to the kisses they had sent earlier. Soon, the brand ambassador Alia Bhatt, made brief appearances in some of the updates, saying she had a surprise for the fans.
Eventually, the music video featuring Alia and the fans’ kisses was shared along with the pictures from the launch event. The launch event also invited popular beauty and fashion bloggers, whose reactions on the crowdsoruced song was then shared on Facebook.
Baby lips on Twitter
Along with Facebook to target the young crowd, Maybelline also carried out a few Twitter campaigns to spread the word and offered gift hampers in return. At the time of crowdsourcing, Twitter users were invited to tweet what they would do with their baby lips using #WithMyBabyLips.
Before unveiling the video, the Twitter hashtag #AliaLovesBabyLips did the rounds. Post launch, there was an interesting #KissSongQuiz that asked questions on the new lip balm.
A song for the fans, by the fans
Launching a new product amongst an array of similar products in the market requires a good amount of differentiation in its promotion. The Baby Lips kiss song does it perfectly for Maybelline’s new lip balm and thankfully stays away from creating another run-of-the-mill ‘viral’ video. Coupled with the crowdsourcing initiative on social media, ‘Baby Lips’ has created a strong recall value for the new product. And a sense of belongingness in the Maybelline community.
Another feature that deserves a mention is the dedicated approach towards social media along with other mediums of marketing. This endeavour will go a long way in building the brand’s online community. The product targeted to teenagers and above makes good use of Facebook and Twitter.
So while young women catch the baby lips song bug, I’m yet to come out of its catchy lyrics “Kiss kiss, pucker and pout, i love my baby lips, sexy they shout!” What do you think about this unique crowdsourcing campaign?
Disclosure: Foxymoron is an advertiser at Lighthouse Insights