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

Social Samosa
May 15, 2013 04:30 IST
New Update
AliaBhatt KissSong Maybelline India

Agency Name:

FoxyMoron Media Solutions Pvt. Ltd.

Brand Name:

Maybelline New York India


Baby Lips Lip Balm


  • 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

Maybelline New York KissSong Foxymoron


  • 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

AliaBhatt KissSong Maybelline New York Foxymoron


  • 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

AliaBhatt KissSong Maybelline New York Foxymoron

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

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