Marketing Masters: Total Integrated Program
Thursday, June 1, 2006

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People

Maybelline New York "Born to Make a Difference"

Born to Succeed

Some eyeliner, a little mascara, and perhaps a dab of blush are all it takes for Maybelline customers. But to launch its "Born to Make a Difference" program in conjunction with People magazine would require a multi-pronged marketing campaign to successfully make over its "Power of Maybe" message.

The magazine’s sales and marketing team leveraged Maybelline’s "Power of Maybe" message to women ages 18 to 49, aligned the brand with an emerging female musician/artist, and engaged the magazine’s 40 million-plus readership to select four women who would be honored in their respective hometowns.

"It was definitely a continuity program," says Susan Parkes, associate publisher of marketing for People. "We started in the magazine and utilized advertorials that asked readers to nominate an inspiring woman."

Readers could go online to enter and local radio stations also promoted the sweepstakes.

The "Born to Make a Difference" program promotional spread in September’s People featuring international singer/songwriter Delta Goodrem coincided with a custom Web site that included a free download of a Goodrem single.

People launched a sweepstakes to 400,000 opt-in magazine subscribers and 500,000 Z-100 Radio (New York) listeners via a Loyalty e-blast.

The publication partnered with Clear Channel and top 40 pop radio stations in four markets (NY, Miami, Chicago and LA) to produce spots with Goodrem promoting the "Born To Make A Difference" program. "Unless it really touches the consumer or gets to the grassroots level, it doesn’t have that impact," Parkes says.

The winners underwent professional Maybelline New York makeovers and were featured in People’s Heroes issue in November with a write-up of their charitable contributions/benefiting organizations. Each winner was the guest of honor at an intimate event staged in her hometown, which featured a presentation of a $10,000 check for the winner’s affiliated charity/organization and a performance by Goodrem.

To further leverage the Maybelline New York program, the magazine extended the brand to its sister publications, Essence and People Español.

Over 16,000 people entered the viral sweepstakes and 14,332 visited the Maybelline New York sites. There were over 8 million press/media impressions and "overwhelming responses" to the winners’ four charity organizations.

Parkes credits the campaign’s success to key players involved in the campaign: publisher Paul Craine, Lisa Wolfe, vice president of marketing for Columbia Records, and Lisa Carvallo, director of marketing for Maybelline. "You had three strong partners working together and that adds to the success of the program," she says.

• Total Integrated Program: ESPN, ESPN The Magazine's Next 2007
• Platinum Winner: People, People's Sexiest Man Alive Series
• Platinum Winner: Bonnier Corp., Field & Stream's Heroes of Conservation
• Print/Online Bundle: WIRED Media, Xerox Custom Cover Project
• Sweepstakes: SmartMoney, "The Fantasy Portfolio Manager Challenge"
• Top Integrated Marketer: Yung Moon, Executive Director of Creative Services at SELF Magazine
• Event/New Event Programming: National Geographic Magazine, Experience Parks and Conservation
• Custom Publishing Project: MindShare/Time Warner/American Express, The Ticket
• Advertorial: Reader's Digest, "Service Stars" -- Four-Part Advertorial Series for U.S. Army

1. min's Special Issues — April 19, 2011
2. Event/New Event Programming: National Geographic Magazine, Experience Parks and Conservation — October 1, 2007
3. Marketing Masters: Multiple Magazine Title Program — June 1, 2006
4. Custom Publishing Project: MindShare/Time Warner/American Express, The Ticket — October 1, 2007

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