Maybelline - NY to NZ

Insight

How do you make a global brand that’s inextricably linked to New York relevant to New Zealand women? That was the challenge L’Oreal posed us.
As the name suggests, Maybelline New York is an urban brand – inseparable from New York and city life. But that lacks relevance in a market like New Zealand where our population is dispersed and often rural. What’s more, we’re geographically isolated from fashion hotspots: the global “latest trends” rarely make it to our high streets until they’ve become “last season” elsewhere.  So whilst a few urban hipsters in Ponsonby might be “on trend”, the majority of New Zealand women are playing catch up. As a result, Maybelline’s purchase consideration and intent in New Zealand was poor.
Our insight: despite kiwi women being interested in “being fashionable”, the latest global trends feel unattainable and irrelevant to everyday life in NZ.

Strategy

We saw an opportunity for Maybelline to bridge this divide for everyday kiwi women.
Our strategy:  make the latest, breaking fashion seem attainable and relevant to everyday New Zealand women.

Execution

Our idea – “Maybelline NY to NZ”: A bespoke video content platform, created in partnership with TVNZ, that would deliver hints, tips and insight direct from the sidewalks of New York.

We developed 20 x 2 minute episodes – shot in New York; a “snackable” format with new content released fortnightly. Each episode featured a hero trend related to the current fashion season and a variety of trend-setting (but down to earth) guests. We used paid media including TV, pre-roll and display to drive engagement with this content, and generated Earned coverage through influencer outreach and content integration.

Over 3,900 hours of NY to NZ has been viewed and over 80% of viewers are now more likely to purchase Maybelline as a result.