Social Media Case Study: 1st Crowd-sourced KISS Song by Maybelline New York India

Agency Name:

FoxyMoron Media Solutions Pvt. Ltd.

Brand Name:

Maybelline New York India

Product:

Baby Lips Lip Balm

Objective:

• Harness the potential of ‘crowd-sourcing’ in India
• Create a catchy and innovative mode of engaging Maybelline New York fans across all the online platforms
• Stay true to the young, cosmopolitan and contemporary brand that Maybelline New York India stands for
• Effectively incorporate the product’s core thought into the execution of the campaign

Execution:

• Invite millions of Facebook fans to contribute to a one-of-its-kind ‘KISS’ song
• Make innovative use of a Facebook application in order to source all the kisses of the crowd
• Develop India’s first ever crowd-sourced ‘KISS’ song
• Increase the curiosity amongst the Maybelline New York fans and make them eager to know more about the Baby Lips KISS song through teasers
• Build buzz on Twitter around the reveal of the Baby Lips KISS song through use of hashtags #AliaLovesMNY and #AliaLovesBabyLips
• Creatively represent the brand’s bubbly, peppy and edgy spirit through the lyrics of the song
• Bring about a sense of belongingness for all the Maybelline New York girls through the crowd-sourcing activity
• Create a Baby Lips KISS song music video and promote it in the online and offline space

Results:

• 6000+ girls contributed to the song with their kisses
• 2.1+ Million Fans on Facebook
• 4200+ Followers on Twitter
• 2,50,000 views on YouTube within 4 days of the launch
• 120+ Unique PR Reach across blogs and traditional media
• Hashtag on Twitter #KissSong trended in India
• Maybelline New York India’s Twitter handle @MaybellineIndia trended in Mumbai

To catch the Maybelline Baby Lips Music Video along with interesting behind the scene videos with Alia Bhatt, log on to:

• Facebook
• Twitter
• Youtube