Case Study on Live streaming eCommerce
Maybelline New York: Maybelline Proves E-Commerce and Live-Streaming Are the Pair Made in Heaven.
Mission Summary
Maybelline New York launched a brand-new lipstick in China with a live stream on the mobile purchase platform called Taobao.
Strategy
Objective and Context:
Maybelline New York faces a similar speed break as numerous other brands: Building a credible rapport with young ladies that drives sales. In China, many brands attempt to show ladies of generation X that they comprehend by using Social Media Campaigns by Celebrities, patterns, trends. For the launch of its new lipstick, Lip Flush Oil, Maybelline New York took a huge leap on its common new product launch by making an experience for ladies that gave them what they needed when they needed it.
Target Audience:
The target audience of the campaign was generation X women in China. Just for the record, Generation X Women are the mothers of the millennials and Generation Z.
Creative Strategy:
Numerous Chinese gen X ladies have no siblings and long to remain connected with their friends, culture, and current events with recent developments. Like their counterparts in different regions, they have limited capacity to focus. Maybelline needed to give an exciting, quick shiny experience that would generate interest in the new lipstick.
Execution
Overall Campaign Execution:
This mission was 100% mobile.
Mobile Execution:
Live-streaming applications acquired prominence in the spring of 2016. Among them were Meipai, Nice, and Panda TV, which each has in excess of 10 million day by day active users. However, many brands started using them with negative outcomes. Maybelline’s marketing team chose to remove live-streaming from niche applications by using the prominent mobile purchase platform, Taobao. Using this application allowed Maybelline to cut down the purchase journey during the launch from weeks to a single click. By live-streaming the launch event directly on Taobao, fans could turn into a fundamental, engaged, and always updated component of the launch event.
As young ladies watched Maybelline report its newly appointed spokesperson, Angel baby, and saw her putting on the new lipstick, they left remarks like, “Her lipstick is so beautiful,” and “I need that tone.” This produced excitement around the lipstick. During the live stream, viewers had the option to add the item to their shopping carts with a single click on their screens. Also, anybody looking for Maybelline on Taobao during the occasion would be shown a pop-up window of the live stream.
Across the live-streaming platforms, 50 key influencers from various social media platforms were invited to welcome their fans/followers on live-stream during the launch event also. These powerhouses gave various points and stories to the launch.
Results (including Context, Evaluation, and Market Impact)
- Near 6,000,000 people watched the live event. THAT IS A HUGE NUMBER!
- Maybelline sold 10,600 Lip Flush Oil lipsticks, breaking its lip product deals record on Taobao at 10x compared to its daily average sales.
- Interestingly, Maybelline had the option to watch its creative and media investment with insights calculated directly from the occasion for the very first time that made the evaluation of the event easy!
- Instant Feedback showed that P03 Cherry Pink, C01 Coral Orange, and R01 Cherry Blossom Red were the three most famous tones, and Maybelline changed its technique as needs be.
- A process of such a huge event that would generally require weeks was accomplished in under one day.
- During the live occasion, Maybelline’s online store visits expanded by 50%.
- This was the first run of a brand that combined a live stream with e-commerce for a launch event.
This is how by leveraging the support of Live-streaming, these collective initiatives were successfully undertaken in parallel, allowing Maybelline to achieve the intended return on investment of the acquisitions, increasing their revenues by 30%.
