Tiếng Việt
English
Having been present in Vietnam for a long time, Maybelline New York is a brand closely associated with the energetic and vibrant lifestyle of the youth. However, the brand is facing challenges in connecting more closely with Gen Z. So, how did Maybelline New York truly engage and become an inspiring brand for Gen Z through the campaign “Mấy Bé Lì, Chẳng Sợ Gì”?
Context
According to the Brand Health Tracking report, Maybelline New York had a high brand salience index in 2021. However, among Gen Z—a group that is becoming increasingly important in the makeup industry—the brand was perceived as “distant,” lacking relatability (relevance) and interaction (talkability).
Faced with this challenge, Maybelline New York needed to rebuild its image, reinforcing the dynamic and youthful “Make It Happen” spirit of a brand originating from New York.
Objectives
Communication Objectives:
•Rebuild Maybelline New York’s brand image to create a connection and inspire Gen Z.
Business Objectives:
•Increase sales of the SuperStay product line by 150%.
Insight
The campaign’s target audience was Gen Z, aged 15-25. This group is beginning to show interest in makeup but often feels unsure about how to do it. With their active lifestyles, these young people need simple, convenient makeup tips that don’t take too much time but still allow them to express their individuality.
Additionally, Gen Z tends to prefer brands with bold personalities and cares deeply about social issues (such as environmental protection and gender equality). They are also willing to interact with their favorite brands on social media.
Strategy
Maybelline New York built its strategy based on three key factors:
1.The distinctive personality of Gen Z.
2.The brand’s existing equity.
3.The “long-lasting” USP of the SuperStay product line.
The brand aimed to re-establish itself as a cosmetic brand that inspires Gen Z through dynamism, confidence, and individuality. The campaign sought to highlight three key attributes to Gen Z:
•Inspiring brand (“Brand that inspires me”).
•Guiding brand (“Brand that shows me how to make up”).
•High-performance brand (“Brand that delivers long-lasting results”).
Creative Idea: “Mấy Bé Lì, Chẳng Sợ Gì”
“Lì” (persistent, fearless) embodies the brand spirit, Gen Z’s attitude, and the product’s USP. With its catchy wordplay, “Mấy Bé Lì” acts as both a “shoutout” for bold Gen Z individuals and a memorable phrase linked to the brand.
Maybelline New York joined forces with Gen Z to “live out their bold spirit” by offering simple makeup tips and products that help them shine in their unique way. The campaign empowered individuals, encouraging them to confidently do the right thing and break free from stereotypes: not only to be “fearless” but also to be “unafraid of anything.”
Execution
To effectively engage with Gen Z, Maybelline New York implemented the campaign on two primary platforms:
1.YouTube: Featuring a lyrics MV.
2.TikTok: Launching the trending hashtag challenge #TikTokmademebuyit.
Content Video
Maybelline released the lyrics MV “Mấy Bé Lì,” a collaboration between TLinh, Naomi, and Yến Ji, featuring a rap and hip-hop track with a catchy flow popular among young people. The song’s lyrics used creative wordplay with “Lì,” reflecting both Gen Z’s personality and the product’s long-lasting USP.
The three chosen faces represented different passion points of Gen Z:
•TLinh: A “Boldly Fearless” rapper pursuing her dream of singing.
•Naomi: A fashionista embodying “Unstoppable Boldness,” standing strong against stereotypes.
•Yến Ji: A creative makeup artist confidently showcasing her “Lovely Boldness.”
The lyrics MV showcased Gen Z’s trendy style, combined with sketches of iconic New York landmarks. Through the MV, the brand aimed to affirm: “As part of Gen Lì, everyone has their unique boldness and shines confidently in their own way.”
Social
On TikTok, the brand leveraged the trending hashtag #TikTokmademebuyit to boost awareness and encourage trials of the SuperStay product line. By collaborating with a large number of micro-influencers, Maybelline encouraged them to test the product through unique challenges that highlighted its long-lasting features: splashing water, wearing masks, pressing phones against their faces—yet no smudges. Following this, the campaign drove further engagement with the target audience through the #MấyBéLì Hashtag Challenge, featuring the three young talents from the key asset MV. Through this challenge, the brand showcased the spirit of “Mấy Bé Lì”: confidence that withstands day or night, rain or shine.
On Facebook, with over 34 million followers, the platform was used to amplify information about the MV and TikTok activities. Posts creatively utilized catchy quotes from the MV, such as:
•“Son em đỏ, chứng tỏ em Lì. Là em đó, khiến họ Crazylì!”
•“Girl ơi em cứ Lì. Kiêu sa nhưng em vẫn Girlì.”
Additionally, posts highlighted the SuperStay product line through challenges like:
•SuperStay vs Instant Noodles
•SuperStay vs Bubble Tea
•SuperStay vs Gym Workouts
These challenges aligned with the popular interests of young audiences, helping Maybelline resonate with Gen Z.
Consumer Promotion
In parallel with awareness campaigns, Maybelline New York launched promotional activities to stimulate purchases on e-commerce platforms such as Shopee. Exclusive gifts, including “Mấy Bé Lì” branded masks, were offered to customers purchasing products.
The brand ensured consistent visuals across all sales channels, especially in e-commerce, maintaining a strong and unified presence.
PR
PR played a pivotal role in spreading the campaign’s message and enhancing the brand’s image. Content was predominantly featured on Kenh14, a highly popular platform among young Vietnamese audiences.
Video Case-Study
The campaign was encapsulated in a case-study video summarizing its success, highlighting the strategy, execution, and impact across platforms.
Business Results
•Sales of the SuperStay product line increased by 790% compared to the same period last year.
•Online sales grew by 32.4% compared to the same period last year.
Media Results
•The campaign ranked among the Top 4 most-discussed campaigns on social media in April.
TikTok:
•Reached over 19 million TikTok users in Vietnam.
•Garnered 173 million views from more than 75,000 videos participating in the Hashtag Challenge.
•According to the Brand Lift survey:
•Ad recall: increased by 31.34%.
•Brand favorability: increased by 8.04%.
•Brand preference: increased by 141.26%.
These impressive numbers highlight the campaign’s success in building brand awareness and driving sales growth.
Conclusion
Through the campaign “Mấy Bé Lì, Chẳng Sợ Gì,” Maybelline New York successfully established a strong connection with Gen Z by skillfully integrating the brand’s spirit of “Make It Happen” with the generation’s desire to confidently pursue their passions.