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How Maybelline Indonesia doubled its engagement on Instagram

Maybelline Indonesia partnered with Lion & Lion to create an Instagram content strategy that would drive engagement and follower growth for the brand locally.

Background
Maybelline Indonesia wanted to reach out to the local audience and had tasked Lion & Lion to do that. The brand looked to create engaging, localised always-on content, to win over Indonesian consumers.

According to Lux Narayan, CEO of Unmetric,”Relevant visual images have the power to capture attention and drive high levels of interaction between companies and consumers, especially for fashion and beauty brands. Maybelline New York’s success with its Instagram presence in Indonesia is a perfect example of what’s possible when a global brand analyses and benchmarks their social efforts by geography. By publishing content targeted to local followers, Maybelline New York has become one of the top ten most followed brands on Instagram in Indonesia.”

Execution
Lion & Lion looked to increase outreach through influencer marketing. “We strive to use influencers in every single campaign and to adapt an always-on influencer strategy to ensure constant relevance,” says Jakob Knutzen, Managing Director of Lion & Lion Indonesia.

Recognisable faces helped to bring global brands to local audiences, with influencers acting as conduits for brand engagement. According to Unmetric, the brand’s re-gram of Pevita Pearce, ambassador of Maybelline Indonesia, was one of the top engaging Instagram posts of the week in Asia, and one of the most engaging posts by a beauty brand in Indonesia on Instagram in 2016.

The brand also created quick and easy contests for fans. For beauty brands, the selfie-taking behavior of Instagram users became an advantage, with fans quick to share their Maybelline #MOTD (‘makeup of the day’) as an incentivised contest submission.

The right hashtags for discoverability were an important part of the campaign to increase social discovery for brands.

Highly responsive and interactive community management kept fans engaged and closer to the brand, a tactic that builds brand love and interactions over time. According to Shamim Fareez, Social Analytics Lead at Lion & Lion, community management can also inform content strategy. “Through obsessive community management, content strategy can evolve to build relevance in response to the community’s needs and ambitions at the time.”

Result
After deploying their newly developed content strategy, the brand experienced great success with an increase in 7x the average engagements per post, and nearly 2x the monthly follower growth rate.

According to Unmetric, the brand is now the best performing beauty brand on Instagram in Indonesia, with 2x higher engagement and 2x monthly follower growth rate than its closest competitors.

Speaking on the success of the campaign, Ngoc Phungbich, Brand Manager of Maybelline, said, “The know-how and analytic skills of the team helped us humanize our content and conversations and help reveal the Maybelline culture to our consumers in Indonesia. Striking an emotional chord with our consumers was key in creating stronger personalised relationships with them.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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