Maybelline
Maybelline Fit Me: Putting real customers at the centre of the campaign
Maybelline wanted to celebrate the people buying its Fit Me Matte+Poreless Foundation. The campaign invited customers to share a selfie with their product and offered something especially personal: the chance to see their own face on the brand’s advertising.
Smartslip.ai supported a WhatsApp entry journey that brought customer photographs and purchase evidence together.
The brief
Maybelline’s customers, affectionately called “Baybellines”, could win prizes and be considered for nationwide billboard and building placements.
To take part, they needed to show both the product and the purchase. The experience therefore had to handle a creative submission alongside a till slip, without making the entry process difficult to follow.
How it worked
Customers purchased Fit Me Matte+Poreless Foundation, took a selfie with the product and submitted it through WhatsApp together with their till slip.
Buttons and menus guided them through the conversation. The receipt established the purchase element of participation, while the selfie supplied the customer contribution at the heart of the idea.
Those two images served different purposes but belonged to the same entry. Bringing them into one journey helped customers complete the requirements together.
The response
Within the first two weeks, the campaign received 3,450 submissions containing customer selfies and till slips.
For Maybelline, the campaign created a direct way to invite purchasers into its advertising story. People were taking part with a product they had chosen and a photograph they had created themselves.
The billboard opportunity made the invitation feel personal. The purchase requirement kept that participation connected to the product on the shelf.
Our role was to support the practical route between those two points: receiving the images, bringing purchase evidence into the entry and guiding customers through WhatsApp.
Fit Me showed how a receipt-based campaign could include more than a prize draw. It could give customers a way to contribute to the brand experience, with their own photographs at its centre.
Talk to Smartslip.ai about your next customer-led campaign: andrew@brazenlabs.co.za.