Maybelline New-York
Guiding Beauty Lovers to Their Perfect Mascara—Highlighting Hero Formulas and the Enduring Appeal of Great Lash.
Maybelline New York is the world’s leading makeup brand, renowned for its innovative, high-performance cosmetics inspired by the energy and diversity of New York City. Founded in 1915, Maybelline has become a global icon, offering accessible beauty solutions in over 120 countries.
A key driver of Maybelline’s success is its commitment to empowering self-expression and individuality. The brand’s collaborations and trendsetting products make it a go-to choice for beauty enthusiasts seeking effortless, on-the-pulse makeup for every look and occasion.
Maybelline wanted to showcase their range of hero mascaras and highlight the differences between their formulas, all within a single ad experience.
With multiple options available, the brand needed a way to guide beauty enthusiasts toward their perfect mascara based on their individual preferences for both look and formula.
Using Cavai's decision tree technology, Maybelline created an engaging, interactive ad experience that allowed users to discover their perfect mascara.
Beauty enthusiasts could answer a series of questions about their preferred look and formula to receive personalised mascara recommendation.
- Most Popular Look: Natural definition was the most sought after look by users, reflecting a preference for a more subtle, everyday style.
- Preferred Formula: Washable mascara was the most popular formula choice.
- Most Loved Mascara: The Great Lash mascara emerged as the most loved product, confirming its status as a hero product in the Maybelline range.
- Interaction Rate: The campaign achieved an impressive interaction rate of 0.80%, showcasing strong user engagement with the interactive content.
- In-banner Video Views: Over 192,000 in-banner video views were recorded, effectively capturing the attention of users.
- Completed Conversations: The experience led to over 1,300 completed conversations, as users engaged with the decision tree and shared their preferences.
- Click-Through Rate (CTR): The campaign achieved a CTR of 0.08% from the final frame of a 3-step experience, demonstrating the effectiveness of the interactive format in driving quality traffic to site.
