ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 35. Integrated Marketing Communication

Submission date Date Received 1st submission

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Student Name HỒ THỊ LAN VY Student ID GBD210615

Ms. PHAN TRẦN PHƯƠNG

Class GBD1011 Assessor name
TRANG

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TABLE of Contents
I. Introduction

Maybeline is a famous American makeup cosmetic brand, catching up with makeup trends, with a
commitment to bring good & safe, cheap products (Maybelline, 2024). This is a beauty brand that is no
longer too strange for Vietnamese people. Maybelline has officially been present in Vietnam market
since 2007 and it has become one of the most popular cosmetic brands (Lam, 2022). The brand
specializes in producing famous makeup cosmetics, which are popular with many users around the world
such as mascara, foundation, eyeshadow, lipstick, BB cream, and some other products.
II. The Maybelline New York – “ Mấy Bé Lì, chẳng sợ gì”

In 2022, the makeup category faced a severe decline in penetration due to the pandemic. As the number
one makeup brand in the mass market, Maybelline New York has a well-defined need to recruit GenZ,
due to their primary importance as new buyers. While Maybelline has always been a brand associated
with the youthful, dynamic style of New York City. However, GenZ's audience in Vietnam feels
disconnected from the lìbrand's foreign image, making winning Maybellinee a challenge. So Maybelline
launched the "Mấy Bé " campaign from April to May 2021.

Maybelline's marketing strategy revolves around emphasizing diversity, empowering individuals, and
emphasizing quality and aspects of the product (Berfin, 2023). The brand recognizes that beauty comes
in all forms and aims to serve a wide range of consumers, regardless of age, ethnicity or body shape.

The goal of this campaign, Maybelline enhances the brand meaning for GenZ with 2 must-win brand
associations: "Help women look more fashionable" &; "The brand teaches me how to wear makeup",
creating a connection and inspiring GenZ genlìeration and increasing sales of the SuperStay product line
by 150% (Maybelline, 2021). The "Mấy Bé " campaign was on track with Maybelline's ever-present
marketing strategy. This campaign continues to emphasize diversity, empowering individuals who want
to beautify and affirm their individuality. The customer base before Maybelline was quite wide, but for
this campaign, Maybelline has focused on developing the customer group from 15 to 25 years old, a
market with a strong influence on the brand.
Target customer and Insight

To build GenZ fit, the Maybelline team had to understand the needs of GenZ. The target audience of
this campaign is GenZ aged 15-25 years. This is the age when they have become interested in makeup
but "don't know how to wear it". According to the Vietnam Cosmetics Market Study (Qandme, 2020),
43% of young people cannot resist the interest in makeup but do not know how to do it. This is the
biggest barrier to entry into the makeup industry for brands. With an active, inquisitive lifestyle, these
young people need simple, convenient, quick makeup tips that do not take too much time but still retain
their personality and personality.

Besides, GenZ has the ability to express their own personality . From online to offline social discussion,
from giving voice to climate change to demanding eco-friendly products, this generation believes in the
power of the individual to drive social change and pursue compatible values within the brand. They tend
to support brands that take action on environmental protection. In short, they are the generation that
made social networks as famous as Tiktok,..

III. IMC channels performance analysing

To reach GenZ effectively, Maybelline New York launched a campaign on 2 main channels: Youtube
with lyrics MV and social networking sites such as Facebook, Tiktok. The campaign allocates more than
90% of media budgets to mobile devices and is conducted on GenZ's leading mobile platforms to capture
the entire consumer journey from awareness, engagement to purchase.

Social

In its first week, Maybelline built massive promotion through Tiktok to leverage mobile-specific
technology (i.e. branded hashtag challenge) on Tiktok to set up a streaming product launch and drive
users to engage with the brand through UGC. With Tiktok, the brand takes advantage of the
#Tiktokmademebuyit trend to increase awareness and try for the SuperStay product line. In cooperation
with a large number of Micro Influencers, the brand encourages their product experience with unique
tests to evaluate their special drift ability: watercolor, mask wearing, non-smudge make-up phone
pressure... Then continue to increase interaction with the target group of users through #MấyBéLì
Hashtag Challenge, with 3 young people in the key assets MV. Through this challenge, the brand can
also define the spirit of "Girls are confident despite day – night, sunshine – rain".

YouTube and Facebook followed suit to help monetize the campaign's core asset — the music video.
YouTube's Trueview hedgehogs to work jade contextual goals to achieve massive MV views and ad
relevance at scale. Maybelline debuted the lyrisc music video "Mấy Bé Lì" under the combination of
Linh, Naomi, and Yen Ji on rap and hip-hop music with catchy music flow that is popular with young
people.

Consumer Promotion

In parallel with the mourning activities, in order to reach the younger generation, Maybelline also
launches promotions, stimulating purchases on e-commerce platforms such as Shopee. The brand that
comes with exclusive gifts is masks "Mấy Bé Lì” for customers to buy products. Maybelline also ensures
a consistent brand image across sales channels, especially e-commerce.
Results of the campaign

In just a short period of 2 months, the campaign exceeded expectations with the following indicators:

In terms of communication results:

Maybelline topped the top 4 campaigns in the number of social media discussions in April. For Tiktok
channel: Reach more than 19 million Tiktok users in Vietnam, receive 173 million views for more than
75,000 videos participating in the Hashtag Challenge. On Maybelline's official tiktok channel increased
by 30,000 followers. Through the Brand Lift survey, ad retention increased by 31.34%, brand preference
increased by 8.04%, and brand preference also increased by 141.26%.

In terms of business results: Super Stay's sales increased strongly: Banshangf value increased by +150%
in the first quarter of 2021. Super Stay Foundation became the No. 1 SKU in the item category on Shopee
Mall after only 1 month of launch.

IV. Recommendation for improvement

V. Conclusion
VI. References

https://advertisingvietnam.com/thuong-hieu-maybelline-danh-cho-nhung-co-nang-thoi-thuong-p19568

https://digitalagencynetwork.com/marketing-strategy-and-advertising-campaigns-of-
maybelline/#:~:text=Maybelline's%20marketing%20strategy%20revolves%20around,%2C%20ethnici
ty%2C%20or%20body%20type.