As a long standing key partner of NYFW, Maybelline gains access to unique and exclusive experiences like front row seats to selected fashion shows at NYFW, exposure and usage of make up products backstage by make up artists, exclusive interviews with celebrities and top models like Gigi Hadid.
Indonesia, being among the biggest markets for the brand gets priority to send top creators / personalities to NYFW to experience the excitement firsthand. The task was to select creators with a large and highly engaged fanbase in Indonesia, and to drive excitement for the brand through content created around NYFW. The strategy for this was to make runway looks suitable even for everyday street wear, making Maybelline a brand that can take anyone from a runway to the streets. In addition to creating make up looks, we also paired creators with local fashion designers, and fashion shoots were done on the streets of New York, bringing local designs to the world.
To top off the NYFW experience, creators also got to meet celebrities like Gigi Hadid and Adriana Lima in the flesh, and interacted with them. The experience did not end in New York; at home, they were surprised with an opportunity to be part of an exclusive photoshoot and spread in Harper's Bazaar Indonesia that featured not only their style tips but also their favourite products and a photoshoot. As a result of the money-can't-buy experiences shared with the creators, Maybelline garnered a total of about 19 million impressions and a high engagement rate of 10%, through the content creators.
