L'Oreal Thailand: Maybeline 'Make It Happen'

Maybelline, a cosmetics company, increased awareness among Thai millennials by launching a music video with local superstar, Yaya.

Campaign details

Agency: Wavemaker Country: Thailand

The Brief

Maybelline has communicated to Thais through several campaigns over years, mainly the global materials have been used to gain the advantage of efficiency. These communications can well generate the awareness together with the right media selection and it portrayed the premium image of international brand. However, Thai consumers has the issue with Maybelline brands and can't really understand the communication message even it was localized due to less association with brand concept.

Key challenge for Maybelline is to raise brand associate to consumer, especially millennials target with this year statement...

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