Maybelline hangs out with Alia Bhatt

The digital campaign is targeted at the young, contemporary cosmopolitan girl who is attuned to fashion and loves to experiment with make-up products.

Maybelline New York recently hosted India's first multi-city integrated Google Hangout with Alia Bhatt, the brand's celebrity endorser, connecting with thousands of fans across India.

Visitors at Shoppers Stop in Delhi and Mumbai got the chance to interact with Bhatt live. Since Bhatt's favourites from Maybelline New York are the new Color Show nail colors and the Lip Polish range, she quizzed her fans on the names of the shades and had a fun session with them sharing make-up and beauty tips.

A few lucky shoppers received nail art tutorials from an artist present during the Hangout. With this campaign, the brand targetted the young, contemporary cosmopolitan girl who is attuned to fashion and loves to experiment with make-up products.

Executed by digital agency Foxymoron, the campaign connected to over 92,121 fans who tuned in live to the Hangout. Besides, the activity received 92 million impressions and a reach of over 14 million across Facebook, Twitter, Google+ and Instagram.

Speaking about the activity, Leena Shoor, marketing manager, Maybelline New York India, says, "Maybelline New York introduces various novel initiatives with new product launches in order to continue representing the essence of the brand of being fun, edgy and fashionable. We decided to host this one-a-kind multi-city integrated Google Hangout with Alia who represents the brand's core values to take the brand to a next level of engagement."

Over the years, Maybelline New York pioneered various brand engagement strategies through innovative use of the digital platforms to get fans and consumers take notice, get educated and, eventually, use the products.

In 2013, it had launched a digital initiative to promote its new collection of lipsticks, SuperStay, in India. The company initiated a Twitter campaign to create a buzz and highlight the matter of lipsticks that don't last long. Following a consumer research which revealed that lipsticks generally last only for around six hours, Maybelline launched the product in India.

Harshil Karia, co-founder, FoxyMoron, says, "Maybelline has paved the way for digital to play an integral role in engaging with consumers through the innovative use of technology." Maybelline New York is available in over 129 countries, offering hundreds of cosmetic products worldwide.