Case Background
In Israel, the well-known brand Maybelline ranks among the top five mass-market beauty brands. Competition in the beauty market is intensifying, with new brands emerging one after another. Brands like Maybelline are facing new challenges: maintaining their authentic identity while staying closely connected with their audience, especially the younger demographic. To address these challenges, Maybelline aimed to enhance its brand image and strengthen its emotional connection with its target Gen Z audience.
Solution
Tuke is one of the most popular platforms among Maybelline’s target audience, so Maybelline chose to collaborate with Tuke. Beauty is the fastest-growing content category in the Tuke Israel community. Maybelline and its agencies, McCann TLV and McCann Valley, seized the opportunity and partnered with a group of local beauty creators to launch a highly influential promotional campaign. The campaign focused on three hot products from different beauty categories: Lash Sensational Mascara—eyes, Matte Liquid Lipstick—lips, and Instant Age Rewind Concealer—face.
To maximize the campaign’s impact and continuously engage users, Maybelline adopted a unique three-week media strategy. Each week, a beauty creator promoted a specific product, combined with different advertising solutions. Maybelline selected Tuke’s most effective ad format—TopView. TopView ads appear when users open the app, instantly capturing their attention, greatly increasing brand exposure and boosting engagement rates. Maybelline also used One Day Max in-feed ads, which blend seamlessly with native content on the “For You” page.
To leverage Tuke’s full sound experience, all ads featured clickable music to attract audience interaction and encourage active participation. In addition to advertising, Maybelline collaborated with beauty creators to produce native content, making the campaign richer and more aligned with Tuke’s style, thereby achieving both campaign reach and brand reputation enhancement.
Marketing Results
The outstanding results of this campaign even exceeded the client’s expectations: 20 million impressions, 553,000 engagements, and a video completion rate of 7.7%. More importantly, Maybelline saw significant increases in both brand awareness and sales across all market channels. The Matte Liquid Lipstick ranked first in the “Best-Selling Lipsticks in Israel” chart, with a market share increase of 6.5%, making Maybelline the top brand in this beauty category. The market-leading position of the Instant Age Rewind Concealer was further solidified, with its market share in its category rising by 7.1%. Lash Sensational Mascara sales increased by 49% during the week of the eye product promotion, with a month-on-month growth of up to 190%. In the month of the campaign series, Maybelline’s overall sales increased by 20%. Finally, post-campaign brand lift research showed that Maybelline’s brand awareness among the target audience rose by 35%, and brand favorability increased by 54%.
We have clearly seen the rapidly changing market trends. 2020 was full of challenges, with the entire market’s marketing momentum seeing double-digit declines, yet we still managed to create an impactful promotional campaign. We put customer preferences first, presenting them with authentic, original, and engaging content. Practice has proven that such content helps drive sales growth. In short, the influence created by Tuke can fully rival that of large-scale TV campaigns. The results we have achieved now are enough to prove that focusing our promotional efforts on this platform was the right choice.
