Maybelline New York: Beyond the Must-Haves on Social

Maybelline is the number one cosmetics brand in Myanmar and carries the trust it has earned around the world. Keeping that position on social media is harder than winning it: promotions and product posts are expected, and on their own they do not generate excitement.

The brand needed to sustain brand love among young consumers as the brand that understands them and makes them feel more confident, and to keep organic reach growing at a time when platform algorithms were cutting it.

Great promotions and product-centric content stayed in the plan as the must-haves. Ruder Finn Era went beyond them with an engaging content strategy rooted in what consumers were already asking.

The team turned the most frequent consumer queries into animated Q&A posts, created beauty checklists and produced how-to tutorials in partnership with renowned make-up artists, giving the page useful, watchable content that consumers shared and returned to. The retainer has run continuously since 2018, with the content mix reviewed against organic reach and engagement data year on year.