The campaign was a remarkable milestone for Maybelline. The company’s share of voice increased, as did interest in the product, demonstrating how social media measurement can be leveraged to optimise a campaign. The qualitative and quantitative outcomes included the following:
1. Record Breaking Sell-Out:
Through the one-month communication campaign, Maybelline achieved a projected sell out of units. The number sold was dramatically higher than the number of units sold at the first launch of the Hyper Sharp Liner, and also a significant increase against the average number of unit sold in 2012.
2. Strong Purchase Intent:
After the Hyper Sharp Integrated Marketing Communication campaign, the majority of research candidates declared they had already purchased the product, or expressed an intention to purchase it.
3. Strong Campaign Awareness:
A significant majority of the research candidates stated that their perception of Hyper Sharp Liner’s performance in creating liner art improved after the campaign launch. A much higher proportion of Maybelline’s buzz on social media related to Hyper Sharp Liner, with the product positively described as “easy to use” and “waterproof”.
4. Strong Consumer Receptiveness:
The number of consumers who said they thought Hyper Sharp was ‘very good or good’ after the launch, and the volume of consumer posts about the product on social media also rose.
5. Achieved Social Engagement and Online Coverage
With the use of social media evolving at an increasing pace, Isentia monitoring on verified social media channels significantly contributed to the evolution of Maybelline’s communication plan. The sales records achieved through the campaign proved the success of transiting consumers from online to offline. The cosmetic industry will become even more challenging in the near future, and this methodology has created opportunities for Maybelline’s ongoing branding activities.