Maybelline New York's Marketing Campaign(s)

Maybelline has adopted several promotional plans for its products in the beauty industry. In 2014, Maybelline collaborated with 13 influential YouTube beauty vloggers to promote the Nudes Palette.

"Dare to Go Nude" was Maybelline's video campaign to encourage women around the world to consider nude eyeshadow shades as a bold new way to express their true selves. It was the brand's unique way of bringing its newest product to the market and was successful in creating excitement within its target audience as well as raising consumer awareness about the product.

Maybelline realises the impact of star power on common masses. This was seen in its YouTube campaign as it approached beauty vloggers who had pre-existing followers, which made it easier for Maybelline to persuade its audience about the product's worth. Furthermore, it took over the YouTube homepage on product launch day and executed multiple high-impact site takeovers on the same day, leading to a rise in consumer awareness as well as 'desire to buy'.

The campaign succeeded by getting the right content in front of the right YouTube audiences. It resulted in 140 million impressions and 1.46 million clicks via the YouTube Masthead takeover as well as 15 million impressions via Google Preferred.

Technological Convergence and Branding

A brand is a type of product manufactured by a particular company under a particular name e.g. Disney, Apple, Google etc. Brand is not just about a logo, marketing, advertising or a corporate identity. It is about confidence, passion, belonging, action and security; a set of unique values. Many things can be branded such as products, services, people, places, religions etc. Branding guarantees quality and evokes desires. Branding leads to an interaction between prosumers and consumers as prosumers try to satisfy their customers' demands by coming up with technological convergence. Technological convergence can be defined as the coming together of media technologies. An example of this would be the invention of Web 2.0. Web 1.0 was created in 1996 and there were only 250,000 websites with 90% of published content, however, majority of Web 2.0's content is user generated and it operates more than 80,000,000 websites. 

Furthermore, technological conventions have been profitable for the film industry because it is an accessible platform for almost everyone, everywhere. It has led to an easier and quicker way of advertising films, and it also allows consumers to watch films at cheaper prices.