Maybelline Indonesia has recently been named by Unmetric as the best performing beauty brand in Indonesia on Instagram in 2016. Unmetric, a social media analytics and competitive intelligence platform, has published the results in a case study revealing how the brand has achieved 2x higher engagement and faster follower growth than the nearest competitor.



The brand’s success is in large part due to recent changes in social media strategy, led by our team. The account was won in Indonesia after our success with Maybelline Malaysia, which helped us earn the Social Media Agency of the Year at the 2015 Advertising + Marketing Magazine Agency of the Year Awards. Our continued success with the brand marks a strong commitment to our client and understanding of the social media space in the region.





Maybelline Indonesia partnered with us to create an Instagram content strategy that would drive engagement and follower growth for the brand locally. Jakob Knutzen, Managing Director of our team in Indonesia, recently shared at Indonesia Brand Summit 2016 the 5 key organic Instagram growth levers that attributed to Maybelline Indonesia’s Instagram success:


1. Create engaging, localised always-on content.To truly win with Indonesian consumers, brands must strive for relevancy through visuals and text that resonates locally. This means creating bespoke content in the local language with local faces, and with content that reflects relevant trends and recognisable fan favourites. According to Lux Narayan, CEO of Unmetric, “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. 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. By publishing content targeted to local followers, Maybelline New York has become one of the top ten most followed brands on Instagram in Indonesia.”




2. Outreach through influencer marketing. “We strive to use influencers in every single campaign and to adapt an always-on influencer strategy to ensure constant relevance,” says Knutzen. Recognisable faces are key to bringing global brands to local audiences, with influencers acting as conduits for brand engagement. In fact, according to Unmetric, the brand’s re-gram of Pevita Pearce, ambassador of Maybelline Indonesia, was one of the top engaging Instagram posts of the week in Asia, and one of the most engaging posts by a beauty brand in Indonesia on Instagram in 2016.




3. Quick and easy contests for fans. Contest with low entry barriers can reward and nurture superfans. For beauty brands, the selfie-taking behaviour of Instagram users can be an advantage, with fans quick to share their Maybelline #MOTD (“makeup of the day”) as an incentivised contest submission.


4. The right hashtags for discoverability. Ensure that the brand is constantly using relevant, trending hashtags to be discovered by non-followers. Local insight and social listening tools can reveal the most used hashtags in a category, and thereby increase social discovery for brands.


5) Obsessive community management. Highly responsive and interactive community management keeps fans engaged and closer to the brand, a tactic that builds brand love and interactions over time. According to Shamim Fareez, Social Analytics Lead at Lion & Lion, community management can also inform content strategy. “Through obsessive community management, content strategy can evolve to build relevance in response to the community’s needs and ambitions at the time.”



After deploying their newly developed content strategy, the brand experienced great success with an increase in 7x the average engagements per post, and nearly 2x the monthly follower growth rate. According to Unmetric, the brand is now the best performing beauty brand on Instagram in Indonesia, with 2x higher engagement and 2x monthly follower growth rate than its closest competitors. According to Ngoc Phungbich, Brand Manager of Maybelline, “The know-how and analytic skills of the team helped us humanise our content and conversations and help reveal the Maybelline culture to our consumers in Indonesia. Striking an emotional chord with our consumers was key in creating stronger personalised relationships with them.”


For the full report, visit Unmetric and download the case study.

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