Cosmetics brand Maybelline New York hosted a multi-city integrated Google Hangout with Alia Bhatt and thousands of fans across India. The activity was conceptualized and executed by FoxyMoron, an independent digital marketing agency.
Visitors at Shoppers Stop in Delhi and Mumbai were in for a treat as they got the chance to interact with Alia Bhatt LIVE via a Google Hangout. Since Alia’s latest make-up favorites from Maybelline New York are the new Color Show nail colors and the Lip Polish range, she quizzed her fans on the names of the shades and had a fun session with them sharing make-up and beauty tips. In addition to this, a few lucky shoppers were handpicked by Alia Bhatt from the crowd and received nail art tutorials from an artist present during the Hangout.
Commenting on this fun way to interact with her fans, Alia Bhatt, brand ambassador of Maybelline New York, said, “I’ve always loved Maybelline New York not only for the innovative products they launch, but also for the initiatives they take up to engage with their consumers and fans. The experience of talking to so many fans in two different cities at the same time and sharing some of my thoughts on beauty was fantastic. It was such an interesting way to brighten up a regular Friday evening and at the same time get some amazing feedback from the fans on my work and Maybelline New York’s new launches.”
Across India, over 92,121 fans tuned-in LIVE to the Hangout which received an overwhelming 92 Million impressions and a reach of over 14 Million across Facebook, Twitter, Google+ and Instagram.
In the lead up to the Live interaction with Alia, over millions of fans across Facebook, Twitter and Instagram sent in their questions for her with #IWantToAskAlia and #HangoutWithAlia and so far, the digital savvy brand’s engagement rate has increased to 6.1% on Facebook.
Leena Shoor, Marketing Manager, Maybelline New York India, said, “As a tech savvy make-up brand, Maybelline New York has always aimed to engage with its consumers and fans in a very innovative manner. In order to continue representing the essence of the brand of being fun, edgy and fashionable, Maybelline New York introduces various novel initiatives with new product launches. Taking the brand to a next level of engagement, Maybelline New York decided to host this one-a-kind multi-city integrated Google Hangout with Alia Bhatt who is the face of the brand and represents the brands core values.”
Harshil Karia, Co-founder, FoxyMoron, said, “Maybelline New York India a well renowned and loved brand by consumers all over. And, Alia Bhatt the brand ambassador truly represents the spirit of the brand. The multi-city integrated Hangout was yet another innovative platform for these fans to interact with Alia like never before. Through the innovative use of technology, Maybelline has paved the way for digital to play an integral role in engaging with consumers.”
The popular make-up brand represents the young, contemporary cosmopolitan girl who is attuned to fashion and loves to experiment with make-up products. Hence, all of its campaigns have been clutter breaking in the cosmetics industry. Over the years, Maybelline New York has pioneered various brand engagement strategies through innovative use of the digital platforms to get fans and consumers to sit and take notice, get educated and eventually use the unique products on offer by the brand.
