Maybelline New York wanted to make finding the perfect foundation easy. So the Love Your Face campaign was created, and an interactive pick-a-path video was filmed, featuring influential Kiwi makeup vloggers helping women choose the best foundation for their skin type. During the testing phase, my team discovered that typical on-screen annotations weren’t going to work on mobile - the device which over half our audience were likely view the video on. So we worked closely with Google to deliver the campaign using ‘Cards’ - an NZ first - to optimise the YouTube annotations for these users. To date, the video has had over 22,000 views, which amounts to almost 100,000 total minutes of engagement with the campaign. Along with the video, a strong visual identity was created that was used across print, social media, in–store POS and activation - all of which helped to nab a bronze award at the 2015 NZDM Awards.
