Maybelline New York came to us wanting to narrow the gap between New York and the Nordics. New York was (and always will be) a key part of their brand DNA, so we had to make it relatable to a young Nordic audience.
They had just changed their brand line to Make it Happen. It was an aspirational shift from Maybe She’s Born with it, Maybe it’s Maybelline. The new positioning encouraged women to take their dreams into their own hands and make them a reality.
We knew that New York was a hot spot for young, ambitious people trying to make something of themselves. So teamed up with 12 unique Nordic women who had moved to the Big Apple to follow their dreams. With their help, we showed our audience New York through a Nordic lens.
We created relevant, localised content for Maybelline New York’s social channels in Denmark, Finland, Sweden and Norway.
These were some of the highlights:
Over 10 million impressions on Facebook
62% more time spent on our blog posts than any other blog content
Average session duration up by 31.5%
19% increase of returning visitors
Most importantly, we forged a relatable connection to New York for our Nordic audience. We closed a big cultural gap through and idea that was imbedded deep in Maybelline New York’s brand DNA. And we encouraged Nordic women to find a dream and (you guessed it) make it happen.