"FROM CATWALK TO SIDEWALK. CONTENT THAT GOES BEYOND PRODUCTS."

 

The Objective 

Match the expectations driven by the increased demand of Make-up in online search as users are searching for brands directly.

Our approach

We introduced… Sidewalk. A project that brought Maybelline from the catwalk to sidewalk. Experts, influencers, street photographers and lots of people-generated-content in the special section of the maybelline.gr site. All the latest trends and more, in a frequently updated space for all the Maybelline girls.

Alongside, the 10 weeks of Sidewalk contest. An instagram activation where for 10 weeks, MNY’s instagram account was trusted in the hands of instagrammers/ influencers. The project was kickstarted during the MADwalk and through it, it was successfully tied to fashion in Greece.
 

The Results

35% increase in engagement on facebook
40% increase of followers on twitter and instagram. 
Huge buzz in traditional and new media. 
Original content gave MNY the chance to claim No1 status brand in ages 18-25.

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