The Challenge
Mayerline, a Belgian fashionbrand, needed to create brand awareness and recruit new customers. They were looking for an integrated content strategy as they have a strong claim to fame, as a high value fashion brand. The Mayerline collection represents quality and comfort and is well known by existing customers (50+). Their challenge lies in changing their perception amongst 40+ women without losing credibility as they need to be a top of mind brand of 50+ women. They need to claim the “nowness” of the brand by perfecting their call to actions.
The Work
Dare to feel perfect for fortysomething women
By looking for the right content approach we defined some key values: Mayerline needs to represent a lifestyle for the fortysomething woman. She is looking for the perfect fit that suits her personality and daily activities as she has a busy social life. She is a mother, a daughter, a friend, a sister… When she feels feminine and soft, Mayerline offers her comfort. When she needs to be strong, Mayerline offers her boldness and confidence. Mayerline needs to inspire her and encourage her to dare to feel perfect. We translated this strategy into off- and online content. In fashion shoots we showed way more than just a picture perfect. We highlighted the character and emotions of the fortysomething woman. To make this approach work we had to think cross media and cross collection. This content is distributed through the maymagazine (published 4 times a year), video, newsletters and blogposts.
To raise even more awareness and inspire the target group, we worked together with a pool of influencers with a Mayerline match. Four influencers went shopping with their mum and searched for that ‘dare to feel perfect’ – look. With a range of stories instore they showed the true shopping experience and the client service in the Mayerline stores. After their shopping spree, the influencers posted about their shopped outfit, together with their mother.
PR wise we choose to align our communication around the three main pillars FEEL, DARE, and PERFECT, making sure to claim Mayerline’s expertise in these three domains. By aligning the themes of the press releases with the topics communicated through Mayerline’s channels a 360° approach is guaranteed.
The numbers
- 9 posts
- 29 Instagram stories
- Reach: 291 490
- Engagement: 8 260
