Maybelline New York (MNY) has been advocating for mental health since 2020 with its "Brave Together" initiative, partnering with local NGOs to provide young people with access to mental health support. As CPG brands diversify into digital channels, Maybelline faces the challenge of recruiting the next generation of buyers while not leaving its current customer base behind. To win in the cultural space, the brand needs to bring both positivity and provocation. By being the first within the category to address the issue of abuse of female gamers, Maybelline is making strides towards future-proofing its brand and engaging with Gen Z in a meaningful way. As the #1 mascara brand in ANZ, Maybelline recognizes that gaming is a key space to reach new consumers. Supporting a just cause within the community showcases the brand's commitment to social issues and promotes positive change.

Under The Avatar film depicts two veteran female gamers, playing an online FPS game. Throughout the game they are the victims of untriggered verbal abuse because of their gender. Two male gamers, friends of the female players, were brought in under the pretense of testing a new game. They experienced first-hand the level of harassments aimed at the female players, yet remain silent. As their friend is hiding under their avatar, they don't know it is their friend being abused and allowed the abuse to go on. At the end of the game, the identity of the females gamers was revealed to their male friends. They then discuss their experience and how the men felt when they realized the female players were not strangers. The film concludes that under every avatar is a friend, sibling, daughter. Let’s change the game for good, speak up when you witness abuse online.

Embed Maybelline New York in GenZ Gaming Culture. To ensure that we played a role rather than just promoting products or dipping-in-and-dipping-out, we created a 4 phase campaign.

This included a powerful beauty-category first in Australia and New Zealand: appearing within a Discord chatroom to promote the campaign. Our campaign included live-streaming a gameplay across social, promoting how Maybelline's partner, Youthline, could authentically support those suffering from abuse online.

1: Product Awareness

Established Maybelline’s presence through YouTube, social media, in-game Billboards, reward videos and editorials. Targeted a combination of GenZ and custom (beauty, Maybelline and gaming) audiences.

2: Purpose Film Launch

Promoted banners in gaming chatroom, Discord.

Organic launch of shortform video of “Under the Avatar” through channels of popular gamer talent.

3: Under The Avatar Gaming Tournament

Amplified purpose film, hosting a female-only gaming tournament featuring our own a Fortnite modmap.

4. Support Under the Avatar Livestream with Youthline

Discord Gaming Chat (refer attached screenshots)

- Dedicated ANZ Communities

- 5 x Server Content Sponsorships

- 4 x Content Shares On Platform

Meta

- influencer amplification combined with Collection ads and the utilization of 2nd Party audience (flybuys) to target product

YouTube

- split this into 3 phases

- Phase 1 Product awareness with Trueview, bumper and shorts

- Phase 2 YouTube Livestream the reveal and to amplify the launch of the purpose film via DV360.

- Phase 3 Under the Avatar, retargeted the audience with the 30" Under The Avatar film. Included Google TV Masthead placement to drive traffic to the long-form film.

Prior to launching YouTube Phase 2,

- organic launch of the shortform video of “Under the Avatar” through channels of popular gamer talent.

- PopSugar Editorials (Takeover)

- in-app reward videos

- in-game billboard banners

Live-stream in TikTok, Twitch and Instagram with Youthline.

Over the last 3 years, Maybelline has seen powerful levels of growth across Relevance and Differentiation pillars – always the hardest for long-established, market leading brands.

Maybelline's ongoing commitment in gaming has yielded results, differentiation for Maybelline amongst 18-29 year old women in Australia has improved by 62% and Relevance by 26% (BAV).

The paid media element has reached over 20 million across AU & NZ for Under The Avatar and Lash Game Changers.

The Livestream on YouTube element reached 3.6 Million in the span of 3 hours, which was 21% of the total YouTube population in AU, with an average view of 111.7 and a cumulative 16,881 hours watched.

Maybelline New York ANZ saw the highest sale ever for all 3 mascaras during the campaign period, with the brand reaching over 50% $MS in mascara in first 4 weeks of the campaign.