Agency: Wavemaker Thailand

The Brief

Maybelline has communicated to Thais through several campaigns over the years, mainly the global materials have been used to gain the advantage of efficiency. These communications can well generate the awareness together with the right media selection and it portrayed the premium image of an international brand. However, Thai consumers can't really understand or connect with Maybelline's communication messages, even when they are localized, due to lack of knowledge
of the brand's concept.

The key challenge for Maybelline is to raise brand association, especially millennials, which it aimed to target with this year's statement: make it happen.

The Strategy

The change of medium utilization and its role were the key to solve Maybelline challenged, we found millennial consumers are no longer on traditional TV commercial and spend less time on branded messages. In fact, they are looking for inspiration through the Internet.