Maybelline’s Adventure in Music and Games
With the continuous progress and development of artificial intelligence technology, more and more enterprises, especially in the FMCG industry, are starting to use virtual reality and artificial intelligence for breakthrough innovative marketing to better reach the younger generation of consumers. Virtual makeup trials, personalized product recommendations, and AR interactions have become popular among beauty brands and have been recognized by consumers.
Recently, I was pleasantly surprised to see higher technology and more vivid digital marketing methods being applied by brands: Maybelline New York partnered with artificial intelligence music company Splash to launch an interactive Roblox campaign called “Makeup Your Mix” for music and gaming communities. This is a novel and interesting attempt that caught my eye. The digital marketing campaign is very attractive to both the younger generation and the digital native generation of users, and can help strengthen the connection between the brand and the target audience.
This is the news link: https://www.prnewswire.com/news-releases/maybelline-new-york-makes-a-splash-in-roblox-a-digital-makeup-and-music-adventure-301941072.html
The game link: https://www.roblox.com/games/4936591712/SPLASH-Skate-Music-MAYBELLINE-UPDATE
Attracting target and potential audience
The digital marketing campaign of Maybelline captures consumer preferences through its application in gaming and music communities, which are areas of interest to the younger generation of consumers. And Roblox is a platform that is particularly popular among young users, with over 164 million active users every month. Maybelline has chosen to hold events in Roblox, which can effectively attract a large number of young generation targets and potential audiences with potential purchasing power.
Increasing consumer engagement and activity
The interactive activity of Maybelline’s “Makeup Your Mix” includes virtual makeup, mini-games, and exclusive music. In the virtual space of Maybelline’s New York lounge and graffiti room, Roblox users can use Falses Surreal eye black to draw graffiti, which is an unprecedented way. This approach promotes user engagement and interaction.
The brand has also launched six unique makeup options. In addition, Maybelline and virtual DJ Kai have collaborated to release her latest song “Fantasy”, and users have the opportunity to mix this song. Through gamification and brand activation, users have the opportunity to win and collect various Maybelline products and clothing.
The three types of content included in the event accurately align with the preferences of the younger generation of consumers. Virtual cross-dressing, activation of winning prizes, etc. are incentives to encourage users to participate in the event and actively interact with the brand.
Users can also communicate, share, and discuss their beauty experiences on the Roblox platform, which provides a social and interactive experience that also enhances user engagement and brand reputation.
Promoting potential user conversion
The immersive digital marketing experience of Maybelline can enhance consumers’ brand awareness and stimulate subsequent purchase ideas for products. According to a 2022 report by BCG, a study by virtual store Obsess found that 75% of Gen Z consumers purchased a digital item in electronic games, and 86% of luxury consumers purchased physical products when purchasing in-game beauty items. Through the interactive Roblox event, consumers can try out Maybelline’s cosmetics in real-time in a virtual environment, and thus make purchases at official online or offline stores.
This activity of Maybelline is really great! I can’t wait to give it a try immediately! The brand has well-identified the areas where the younger generation of consumers gather, namely gaming and music, and has integrated beauty and digital entertainment. This digital marketing campaign using artificial intelligence can effectively attract target and potential audiences, increase user engagement and activity, and promote user conversion rates. It strengthens the connection between the brand and the target audience, making it a good digital marketing campaign.
