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Case Study

Maybelline

Maybelline worked with Isentia’s Insights team on the relaunch of their Hyper Sharp Liner with a one-month integrated campaign that aimed to leverage off the increasing use of social media by the product’s target audience.

Client
Maybelline - Insights Analysis View the Case Study on AMEC
2014 AMEC Award Winner

Relaunch of Hyper Sharp Eye Liner

Maybelline New York is an American cosmetic brand, which markets its products around the world. Maybelline launched its Hyper Sharp Liner in Hong Kong in July 2011, and the product quickly became the brand’s No.1 liner. By 2013, the cosmetics market in Hong Kong had become increasingly competitive, with the emergence of new players with comparable products as well as competition from many other international cosmetics brands.

The Challenge

With the emergence of new players with comparable products as well as competition from many other international cosmetics brands, Maybelline decided to relaunch the Hyper Sharp Liner with a one-month integrated campaign that aimed to leverage off the increasing use of social media by the product’s target audience (15- to 25-year-old females).

They wanted to:

  • Understand the launch effectiveness and clearly identify Maybelline’s position by gauging the changes in the amount of buzz in social media about the Hyper Sharp Liner;
  • Evaluate Maybelline’s buzz share before and after the product’s launch, and in comparison to competitors buzz shares;
  • Identify the sources of buzz about the Hyper Sharp Liner during the campaign and the level of online influence of these sources;
  • Measure brand awareness and product perception across different promotional channels.

The Solution

To ensure the objectives were not only specific and measureable but also attainable and relevant, Maybelline’s digital team undertook traditional research (offline) and social media research (online) before agreeing on the ideas and tactics that were crucial to the outcomes.

Primary Research (Offline) – At the start of the communication planning, Maybelline conducted focus groups with potential candidates about their perceptions, opinions and beliefs about eye liner. The Maybelline team brainstormed a list of questions and collected responses about issues such as liner design, usage and knowledge.

Social Media Research (Online) – Working with Isentia, Maybelline used the 1-Social digital monitoring system to conduct retrospective research across social discussions of cosmetic products on major forums, blogs, Social Network Services, microblogs, and video and review sites. This research was used to refine the questions that came out of Maybelline’s team brainstorming and help the team with its decisions about campaign strategy.

Actionable Insights

  • Insight one – INSPIRATION Consumers are conservative and reluctant to try dramatic makeup looks, but they want to be inspired and to learn
  • Insight two – EDUCATION Consumers are not knowledgeable about how to create a personalised liner look without references and education
  • Insight three – ACTIVATION Consumers like to follow trends, but are reluctant to try because they don’t see lots of people around them wearing liner art. They want to be unique but are afraid of getting too much attention when they look different

The Verdict

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.

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Sustainability in businesses, and where to draw the line

With consumers taking more of an interest in living a sustainable lifestyle, many companies are prompted to take steps to reduce their environmental impact and embrace sustainability.

 

However, what happens when companies make false claims that they are more sustainable than they actually are? This is where greenwashing comes in. Greenwashing is when a brand frames itself to be environmentally conscious for marketing purposes but is not making any notable sustainability efforts.

 

We analysed conversations on greenwashing among Malaysia's social media users powered by Pulsar's data.

 

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Who is involved and how did these discussions on greenwashing go?

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Our study shows that the term "greenwashing" is not as widely used when consumers call out practices that mislead the people with positive communications on environmental and sustainability practices when it is not. 

 

'Investment', 'banking', 'ESG', and 'sustainability’ are just some of the keywords most commonly used when Malaysians talk about greenwashing. 

 

Consumers tend to be sceptical and raise concerns with sustainability claims as they question the effectiveness and legitimacy of such initiatives. Some have linked such "green efforts" as a tactic for cost-cutting and even for financial gains.

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What are the audience segments that have been talking about greenwashing online?

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Malaysians talking about greenwashing online lean slightly more towards males. In terms of age group, the 18 to 24 years old have shown stronger interest in the topic. 

 

They are most interested in watching movies and TV and have high media affinity with some of the nation’s prominent media outlets such as Astro Awani, The Star, and Bernama. They tend to be sentimental, particular, and analytical.    

 

The top three audience segments we have identified talking about greenwashing are The Green Lovers, The Informers, and the Activists

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The Green Lovers who are passionate about sustainable lifestyle are highly interested in entertainment and social issues. Their choices are driven by a desire for well-being. 

 

The Informers, on the other hand, follow media outlets such as Astro Awani, The Star, and Bernama and tend to share content that concern the people with their networks. Their desire for organisation drives the choices that they make.


The Activists describe themselves as advocates for social issues. They follow political figures such as Khairy Jamaluddin, Syed Saddiq, and Hannah Yeoh. They are philosophical, authority-challenging, and empathetic.

Despite having different interests, their purchase decisions are likely to be influenced by online advertisements, brand names, and social media.

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What industries do consumers associate with greenwashing?

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Sustainable businesses are focused on continuous improvement and long-term goals. They seek to promote the health of a company and the community in which it operates while balancing these goals with the need to develop profit.

 

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However, despite efforts to campaign for sustainability and adhere to ESG (Environmental, Social, and Governance) standards, some industries such as banking, oil and gas, and fast fashion have been called out for greenwashing.

Consumers have also pointed out initiatives such as the RM0.20 plastic bag pollution charges by the public sector for missing the ESG mark for seemingly profiting from the use of plastic bags. 

Generally, these sectors have been criticised for failing to fulfil their 'green commitments’ adequately.

Greenwashing can be harmful to a company’s reputation in the long run. As many consumers are focusing on ‘conscious consumerism’, companies are expected to live up to their sustainability goals. 

 

Get in touch with Isentia today to learn more about what consumers are saying about your company and brand in relation to greenwashing.

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This blog was produced using data from our sister company 
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Isentia Malaysia Case Study: Exploring Malaysians’ Perception of Greenwashing
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The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements.

Isentia, the leading media intelligence and insights solutions provider in the Philippines and Asia-Pacific, has created a report documenting the first 30 days of the Philippine Presidential Election campaigns.

The study seeks to comprehend the themes and sentiment of the media and digital public discussions on the identified candidates since the official campaign period from 8 February 2022 to 9 March 2022.

Fill up the form below to download the whitepaper and read more.

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Whitepaper
ISENTIA PHILIPPINES – The First 30 Days: The Philippine Presidential Race Campaign Period at a Glance

The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements. The study seeks to comprehend the themes and sentiment of the media and digital public discussions on the identified candidates since the official campaign period from 8 February 2022 to 9 March 2022. Fill up the form to download the whitepaper and read more.

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IIt was just a week ago when I was asked to travel to Canberra to assist the Isentia Canberra team with the 2022-23 Budget. The team was preparing to provide our clients with a range of Parliamentary Services to support them throughout the Budget announcement and plethora of reactions, resulting in the most significant media day of the year. 

Isentia has an office right in the middle of the Parliamentary press gallery, above the House of Representatives, alongside the ABC, The Conversation, 9 News, 7 News and SBS had my head reeling. We are in the thick of the Budget conversation at Parliament House and have access to the Budget papers during lock-up. I am not going to lie, I would have loved to have gotten my hands and eyes on what lay inside the mass that is the Budget, but I was just as excited to be a part of Isentia’s first live stream of the conga line to deliver immediate stakeholder perspectives.

Lock-up team Whitney and Crystal ready to unpack the 2022 Budget for clients, pictured with Account Executives Melvic (right) and Nikhar (left)

This is my first time in Canberra and walking into Parliament House. It may sound ridiculous to some, but I felt the magnitude of decisions and words within this space as soon as I arrived. This could be due to the physical size of the building, the maze of corridors (I did get lost), or that Greg Hunt, Minister for Health and Aged Care, passes by you, or Laura Tingle, ABC political journo heavyweight, is standing inside the courtyard cafe – no longer just a revered top news journalist on my TV screen. I am tempted to approach her and ask her thoughts on any Budget revelations, but professionalism nips that one in the bud.

The live stream is my main priority and ensuring we capture stakeholder responses as soon as lock-up ends. With the cool, calm, and collected Melvic (Canberra Account Executive) by my side, I felt we were prepared to capture all the opinions and critical commentary on Frydenberg’s latest Budget. But as Melvic had said to me plenty of times over the past couple of days while in Canberra, “you can’t exactly prepare for Budget night.” Speeches can go on for longer, lock-up can be delayed, and elevators can stop working. It was 7.30pm, and we (Melvic and myself) could not get to the second floor, where the press gallery and the conga line were to be. After semi-frantically looking for a way to get there – the elevator wouldn’t go to floor two, and the staircase was blocked off – our prayers were answered in the presence of a former staffer who took pity and showed us to an elevator that could get us there. The doors opened, and we were awkwardly confronted by a crowd of diners enjoying a catered event, but after casually walking by, we were able to get to the gallery and stream the conga line.

I staked my claim on a small footprint of space to set up Isentia’s nimble streaming equipment among tall, solid guys supporting big TV broadcast cameras. As speakers were changing over, we had to pause for one of them to change their camera battery. The speakers were unfazed by the background buzzing of phones, regular triggering of Parliament House clocks and adrenaline-pumped chatter of people in the corridors. I was particularly moved by the words of Carolyn Smith, Aged Care Director at the United Workers Union and a team of aged care workers who felt a lack of respect for what the Budget provided them. I wondered how journalists could keep it together when they were listening to the stories and concerns of people who really feel impacted by the decisions made here. These are comments and opinions that matter to our clients, and providing this service allows them to better inform their operations and objectives. After the last speaker, Melissa Donnelly, National President of the Community & Public Sector Union, had finished, the live stream was done. But the active alerts team weren’t.

Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)
Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)

The team, rapid-firing live alerts to clients after lock-up release, are able to provide clients near-immediate knowledge of key topics concerning their organisation. This being my crash course introduction to the chaos of a Budget night, I was not expecting the personal understanding and touch that went into the live active alerting process for clients. I pictured images of machines whirring and topics automatically ticking through Budget content, machines that made a detached decision about what was relevant to clients and made blanket sends without consideration. How our Account Executives, Crystal and Whitney, understood the ins and outs of the needs held by our clients does make a real difference to accuracy and content relevancy.

With the speed and focus they applied to this product offering (active alerts), you would have thought they were machines anyway. But a machine is not going to have their ongoing long-term client relationship and understanding of client development.

 It’s a wrap! Budget 2022 Isentia team, (from left) Crystal (Account Executive) Loren (Marketing Executive ANZ), Whitney (Account Executive), Melvic (Account Executive), Nikhar (Account Executive), Russ (Chief Commercial Officer). 

After the last active alert was sent, you could still feel the adrenaline. The pace and unpredictable circumstances that this team worked under were staggering, but we made it in the end. After a justified amount of snacking, we packed up the Isentia Parliament office and found our way to the car park, where everyone there that night was in a state of buzzed debriefing as they crouched into their Ubers home. I doubt anyone there got more than 5 hours of sleep that night, but it was amazing to be a part of how Isentia offers a unique service to clients. We look forward to giving the same level of tailored content to clients during the election coverage.

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Isentia bringing the 2022-23 Budget to Clients

Our Marketing Executive gets a crash course in Budget night at Isentia. We provide tailored media intelligence offerings. Discover the Isentia difference!

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Isentia, with its leading media intelligence and insights capacities, has peered into the social media conversations centred on Vietnamese netizens' wishes and sentiments on how they will spend time after the COVID-19 pandemic.

This whitepaper, which is readily available through this link, covers all discussions on how brands can learn from cross-brand collaboration or co-branding to help all businesses survive. The paper also covers several conversations and trends relating to several kinds of 'therapy' for consumers.

Fill up the form below to download the whitepaper and read more.

" ["post_title"]=> string(113) "Isentia VN TRENDSPOTTING STUDY - MISSING THE FAMILIAR: Exploring Consumer Desires, Revamping Marketing Strategies" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(109) "isentia-vn-trendspotting-study-missing-the-familiar-exploring-consumer-desires-revamping-marketing-strategies" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2022-02-15 02:04:38" ["post_modified_gmt"]=> string(19) "2022-02-15 02:04:38" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=18438" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Whitepaper
Isentia VN TRENDSPOTTING STUDY – MISSING THE FAMILIAR: Exploring Consumer Desires, Revamping Marketing Strategies

Isentia, with its leading media intelligence and insights capacities, has peered into the social media conversations centred on Vietnamese netizens’ wishes and sentiments on how they will spend time after the COVID-19 pandemic. This whitepaper, which is readily available through this link, covers all discussions on how brands can learn from cross-brand collaboration or co-branding […]

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