Maybelline Show: Selling Live to Thousands at Once

COVID-19 changed how Myanmar consumers were entertained and how they bought. Maybelline responded with the Maybelline Show, livestream sessions in which favourite celebrities shared make-up tips and offered special discounts to viewers at home.

The commercial risk was in the comments. Each show compressed an enormous volume of questions, orders and reactions into a single hour, and a slow or inconsistent response would lose sales and frustrate fans in public.

Ruder Finn Era's community moderation team prepared a structured protocol before the first show, with pre-determined answers for the most likely questions on products, prices and ordering, so that moderators could respond quickly and consistently to many consumers at the same time.

The team then ran live moderation across the three livestreams, converting questions into orders in real time and handling sales through the comments, effectively turning the social page into a checkout. Speed mattered because every unanswered comment during a live show is a lost sale, and the protocol let a small team keep pace with an audience of tens of thousands.