As a beauty brand in India Maybelline has a very high brand recall, and it often comes up with unique digital campaigns to get the girls hooked on to new products and fashion trends. This time around the company launched a campaign around its latest BabyLips lip balms that had women sending out their kisses digitally to create the brand’s first crowd sourced brand song. Maybelline tied up with digital marketing company FoxyMoron to execute the campaign.
“Maybelline is an innovative brand that loves its consumers and assures to give them something new and exciting all the time. With the launch of the BabyLips Kiss Song, we hope to once again do something different for our consumers and engage them as much as possible with the brand,” said Satyaki Ghosh, director, L’Oréal Consumer Products Division. The first leg of the campaign was launched on Facebook where Maybelline invited fans to contribute to the song with their kisses. With more than 6,000 women sending their kisses Maybelline’s way, the brand created India’s first ever crowd-sourced kiss song called “Kiss, Pucker and Pout, I love my BabyLips, Sexy they Shout!”
Talking about this unique campaign, Harshil Karia, online strategist & co-founder, FoxyMoron, said, “The BabyLips song is a perfect example of how brands are adopting crowd sourcing to connect with their fans. Maybelline New York is a renowned and much loved cosmetics brand all over the world. So, it only seemed fitting enough to involve all the Maybelline girls in creating a ‘Kiss’ anthem for one of their favourite products – the BabyLips lip balm. This collaboration between the fans and the brand gives consumers an overwhelming sense of belongingness.”
The song is featured in a special music video showcasing Maybelline’s latest Indian brand ambassador young actress Alia Bhatt. The video which is available on Maybelline’s Facebook site and YouTube showcases women with five different fun personalities that represent the brand’s philosophy along with Bhatt who adds a peppy and edgy spirit to the video.