Media Innovation - Existing Channel
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
This is a story of how Maybelline disrupted conventional cosmetic product advertising by cleverly demonstrating the efficacy and finish of our new Dream Velvet foundation, without having to say a single word. By tapping into young Singaporean women’s obsession with Snapchat selfies, we positioned our new foundation as a real life Snapchat filter, gaining instantaneous resonance with our audience. We broke through clutter to achieve a total reach of 1,096,031 unique audiences, equivalent to 23.5% of Singapore’s digital population. Most importantly, our campaign helped Maybelline exceed sales target by 130%.
Client: L'Oreal Singapore Pte Ltd