Maybelline Rules Instagram In Indonesia
Lion & Lion, a full-service digital agency operating in Asia has achieved two times higher engagement for Maybelline Indonesia on Instagram.
Maybelline Indonesia is experiencing a rapid growth in followers compared to their closest competitor and is named by Unmetric as the best performing beauty brand in Indonesia on Instagram in 2016.
Lion & Lion won the account in Indonesia after their success with Maybelline Malaysia. The agency’s success in Indonesia is attributed to creating engaging, localized always-on content. It won the hearts of Indonesian consumers through relevant visuals and text that resonated locally.
“Relevant visual images have the power to capture attention and drive high levels of interaction between companies and consumers, especially for fashion and beauty brands,” said Lux Narayan, CEO of Unmetric.
He went on to say, “Maybelline New York’s success with its Instagram presence in Indonesia is a perfect example of what’s possible when a global brand analyses and benchmarks their social efforts by geography.”
Lion & Lion targeted using influencers to ensure the presence of recognisable faces in every single campaign and adapted an always-on influencer strategy to ensure constant relevance.
For Indonesia, the agency organised quick and easy contests that all fans could participate in due to low entry barriers. The agency ensured that the brand constantly used relevant, trending hashtags and engaged fans with highly responsive and interactive community management.
“Through obsessive community management, content strategy can evolve to build relevance in response to the community’s needs and ambitions at the time,” said Shamim Fareez, Social Analytics lead at Lion & Lion, community management.
All these efforts have paid off as the new content strategy resulted in Maybelline Indonesia experiencing seven times increase in the average engagements received per post, and two times the monthly follower growth rate.
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