Maybelline

New media specialist agency Prezence Digital recently helped cosmetics brand Maybelline tap into the on-the-go youth market through the launch of a mobi site and digital campaign to promote the brand’s latest Superstay products.

Prezence Digital was brought on board by Maybelline brand agency, Digital Ntswembu Marketing, which recognised the need for specialist expertise in the mobile arena. The result is a first class Maybelline mobi site that accurately reflects the Maybelline brand look and feel, as well as provides a great user experience across all handsets.

The Maybelline mobi site – http://www.maybellineny.co.za – is expressly designed to appeal to hip young women, incorporating not only details on new product releases and their features, but also downloadable How To videos featuring make-up expert Linda O’Connell who explains how to create the perfect pout or apply flawless foundation while on the go.

In a bid to spread the word of this must have mobiste, Prezence created a viral competition attached to the site that offers participants the opportunity to win a Maybelline hamper worth R1000 for themselves and a friend. To enter, users complete a simple entry form and supply a friend’s cellphone number. The friend then receives an instant SMS with a link to the mobi site and an invitation to enter the competition and so spread the word further and wider.

In addition, the site links off the popular Elle Hip City Mobi Guide, and Prezence is currently working with Embo Brandbuilder and Distributions to create a digital campaign to increase awareness from other avenues.

It goes without saying that the mobi site is fully integrated into Prezence Digital’s Handset Content Adaptation technology ensuring the perfect display and experience over 6000 mobile devices as well as full tracking and analytics, enabling the client to access full statistics for campaign analysis at any time.

“Many brands are wary of mobi sites because they think that their branding and user experience will be compromised on smaller devices. Whilst there are many poor examples out in the market place, Maybellineny.co.za is a great showcase of how mobi should extend your brand beautifully into the hands of consumers.” says Prezence CEO, Tim Bishop.

“This is the perfect blend of mobile content and context. Where better to have video make-up tips and the latest product info than in your hand, available 24/7." At Prezence, we are helping brands get this important blend of context and content right and ensuring they mobilse their brands rather than miniaturise them. By using ground-breaking technologies and mobile user experience expertise, mobi is undoubtedly the channel for unrivalled consumer engagement.”

He apologises in advance if this particular site creates a pandemic of young women driving, using their mobile phones and applying their make-up all at the same time! “Remember ladies, its illegal. Please use maybellineny.co.za responsibly!”

URL: http://maybellineny.co.za/app/webroot/demo/