Slide 1 — Campaign Overview Maybelline New York: “Mấy Bé Lì – Chẳng Sợ Gì” Brand: Maybelline New York Campaign: Mấy Bé Lì – Chẳng Sợ Gì Product: SuperStay Market: Vietnam Target audience: Gen Z Campaign period: 2021 Visual: Campaign key visual + hình TLinh/Naomi/Yến Ji. Slide 2 — Campaign Objectives Communication Objectives Connect Maybelline with Vietnamese Gen Z. Build a younger and more culturally relevant brand image. Encourage Gen Z to express themselves confidently. Increase awareness and consideration of SuperStay. Business Objective Increase SuperStay sales by 150%. → Slide này nên ít chữ, highlight “Gen Z + Brand Relevance + Sales”. Slide 3 — Target Market & Consumer Insight Target Market Vietnamese Gen Z Young beauty & makeup consumers Active on TikTok and social media Interested in music, fashion and self-expression Consumer Insight Gen Z wants to be themselves, pursue what they love and not be afraid of social judgement. Key tension: They want to express themselves confidently but may face judgement or social expectations. Slide 4 — Creative Concept “Mấy Bé Lì – Chẳng Sợ Gì” The idea of “Lì” has two meanings: For Gen Z: → Confident → Strong-minded → Persistent → Unafraid For SuperStay: → Long-lasting → Durable → Stay-put makeup Key Message “Be confident. Be yourself. Don’t be afraid.” Key Visual: TLinh × Naomi × Yến Ji → Đây nên là slide visual-heavy, đừng nhét quá nhiều text. Slide 5 — Key Hook & Digital Technology 1. Music Video Featured TLinh, Naomi & Yến Ji Rap/hip-hop style Connected Maybelline with Gen Z culture 2. TikTok Hashtag Challenge Encouraged users to create their own “Mấy Bé Lì” content Generated UGC and social participation 3. KOL/KOC Product Demonstration Demonstrated SuperStay's long-lasting performance Turned product benefit into entertaining content 4. Retargeting & CPAS Retargeted engaged users Directed consumers to Shopee for purchase Digital Funnel: Awareness → Engagement → Consideration → Purchase Slide 6 — Digital Media Strategy Channel Main Role TikTok Awareness, hashtag challenge, UGC YouTube Music video & campaign content Facebook Amplification & retargeting KOL/KOCs Product demonstration & social proof Shopee Conversion & purchase Online PR Social buzz & awareness Bạn có thể làm slide này thành customer journey thay vì bảng: TikTok → YouTube/KOLs → Facebook Retargeting → Shopee Slide 7 — Campaign Results & Effectiveness Did the campaign work? Social Engagement 173M TikTok views 75.7K+ videos 350K comments 230K shares Brand Impact +31.34% Ad Recall +8.04% Brand Favorability +141.26% Brand Preference Business Impact +790% YoY SuperStay sales +32.4% YoY online sales Final Evaluation The campaign successfully transformed a functional product benefit — long-lasting makeup — into a culturally relevant Gen Z identity, while generating measurable improvements in engagement, brand preference and sales.
Slide 1 — Campaign Overview
Maybelline New York: “Mấy Bé Lì – Chẳng Sợ Gì”
Brand: Maybelline New York
Campaign: Mấy Bé Lì – Chẳng Sợ Gì
Product: SuperStay
Market: Vietnam
Target audience: Gen Z
Campaign period: 2021
Visual: Campaign key visual + hình TLinh/Naomi/Yến Ji.
Slide 2 — Campaign Objectives
Communication Objectives
Connect Maybelline with Vietnamese Gen Z.
Build a younger and more culturally relevant brand image.
Encourage Gen Z to express themselves confidently.
Increase awareness and consideration of SuperStay.
Business Objective
Increase SuperStay sales by 150%.
→ Slide này nên ít chữ, highlight “Gen Z + Brand Relevance + Sales”.
Slide 3 — Target Market & Consumer Insight
Target Market
Vietnamese Gen Z
Young beauty & makeup consumers
Active on TikTok and social media
Interested in music, fashion and self-expression
Consumer Insight
Gen Z wants to be themselves, pursue what they love and not be afraid of social judgement.
Key tension:
They want to express themselves confidently but may face judgement or social expectations.
Slide 4 — Creative Concept
“Mấy Bé Lì – Chẳng Sợ Gì”
The idea of “Lì” has two meanings:
For Gen Z:
→ Confident
→ Strong-minded
→ Persistent
→ Unafraid
For SuperStay:
→ Long-lasting
→ Durable
→ Stay-put makeup
Key Message
“Be confident. Be yourself. Don’t be afraid.”
Key Visual: TLinh × Naomi × Yến Ji
→ Đây nên là slide visual-heavy, đừng nhét quá nhiều text.
Slide 5 — Key Hook & Digital Technology
1. Music Video
Featured TLinh, Naomi & Yến Ji
Rap/hip-hop style
Connected Maybelline with Gen Z culture
2. TikTok Hashtag Challenge
Encouraged users to create their own “Mấy Bé Lì” content
Generated UGC and social participation
3. KOL/KOC Product Demonstration
Demonstrated SuperStay's long-lasting performance
Turned product benefit into entertaining content
4. Retargeting & CPAS
Retargeted engaged users
Directed consumers to Shopee for purchase
Digital Funnel:
Awareness → Engagement → Consideration → Purchase
Slide 6 — Digital Media Strategy
Channel Main Role
TikTok Awareness, hashtag challenge, UGC
YouTube Music video & campaign content
Facebook Amplification & retargeting
KOL/KOCs Product demonstration & social proof
Shopee Conversion & purchase
Online PR Social buzz & awareness
Bạn có thể làm slide này thành customer journey thay vì bảng:
TikTok → YouTube/KOLs → Facebook Retargeting → Shopee
Slide 7 — Campaign Results & Effectiveness
Did the campaign work?
Social Engagement
173M TikTok views
75.7K+ videos
350K comments
230K shares
Brand Impact
+31.34% Ad Recall
+8.04% Brand Favorability
+141.26% Brand Preference
Business Impact
+790% YoY SuperStay sales
+32.4% YoY online sales
Final Evaluation
The campaign successfully transformed a functional product benefit — long-lasting makeup — into a culturally relevant Gen Z identity, while generating measurable improvements in engagement, brand preference and sales.
Created using ChatSlide
This campaign targets Vietnamese Gen Z with the SuperStay brand, aiming for a 150% sales increase by promoting self-expression. The strategy revolves around the "Mấy Bé Lì" concept, blending confidence with long-lasting makeup through music and social media influencers. The marketing funnel focuses on creating awareness, engagement, consideration, and purchase. The campaign's success is evidenced by 173 million views and over 75,700 user-generated content videos, resulting in a remarkable...