The digital campaign #SwipeToSpice, conceptualised and executed by FoxyMoron, seeks to engage internet savvy young Indian women
BestMediaInfo Bureau | Mumbai | July 6, 2015
In a move to drive engagements around its recently launched Baby Lips Spiced Up range, Maybelline New York India has launched the #SwipeToSpice campaign. The campaign has been conceptualised and executed by digital marketing agency FoxyMoron.
With the #SwipeToSpice campaign, Maybelline New York India is asking girls to swipe with Baby Lips Spiced Up and then spice it up with their favourite Bollywood dialogues. The campaign, launched with a video, invites girls to share their ‘Spiced up’ videos via different social media platforms. Maybelline New York India is also leveraging Whatsapp to invite entries. The campaign is being promoted across Facebook, Twitter, YouTube and Instagram. Key influencers and bloggers will also send in their entries and encourage their followers as well.
At the end of the campaign, a crowd-sourced video will be created by compiling all the spiced up videos sent by the fans.
Commenting on the new campaign, Pooja Sahgal, General Manager - Marketing, Maybelline New York India, said, “Maybelline is a brand known for unique ways of engaging its powerful online community. With the launch of Baby Lips Spiced Up, an exclusive range created for Indian skin tones, we decided to engage fans with something all Indians love and can relate to – Bollywood. With a community like ours, we’re sure to make this as one of our most engaging campaigns for the brand.”
Suveer Bajaj, Co-founder & Director - Media Operations, FoxyMoron, added here, “The new Baby Lips Spiced Up proposition is especially created to suit the Indian skin tone and appeals to the Indi-pop generation. Taking this into account, we integrated a Bollywood element to the #SwipeToSpice campaign as it goes well with the fans. The message is simple – swipe the new Baby Lips Spiced Up to add the spice of Bollywood in your life.”
Colossal Eye Store launched for Instagram users
Meanwhile, Maybelline New York has launched the Instagram Colossal Eye Store, a customised tool for consumers to try various looks that each of the Colossal range of products – Colossal Kajal, Colossal Liner, Colossal Kohls and Colossal Mascara – can create.
As part of this initiative, Maybelline New York has also introduced the Colossal Eye Kit for consumers on leading e-commerce portals as well as the Colossal Eye Store on Instagram.