Challenge
Maybelline Indonesia wanted to reach out to the local audience and had tasked Lion & Lion to do that. The brand looked to create engaging, localised always-on content, to win over Indonesian consumers by creating an Instagram content strategy that would drive engagement and follower growth for the brand locally.
Company
Maybelline New York is the world’s leading cosmetics brand, available in over 100 countries. By combining technologically advanced formulations with on-trend expertise and New York City edge, Maybelline New York’s mission is to offer innovative, accessible, and effortless cosmetics for every woman.
Solution
Maybelline New York – Indonesia started using Unmetric in 2016 based on how easy it was to use the platform to analyze content performance and competitive benchmarking. Unmetric enables Maybelline New York to easily pull insights from otherwise overwhelming amounts of social data and quickly understand which of their content is performing well, and how best to optimize their content strategy. Today, Maybelline New York uses Unmetric to benchmark their social engagement and content performance, as well as inform their content strategy for the future.
Simplified Competitive Benchmarking
Unmetric enables Maybelline New York to easily benchmark post performance against competitor brands. Unmetric’s simplified and easy to understand engagement score reduces an overwhelming amount of social data to a simple metric that quantifies placement against competitors.
“To say we are satisfied with the results would be an understatement: with the help of Unmetric, we have experienced a 7x increase in our average engagements per post and doubled our monthly follower growth rate. This has firmly ranked Maybelline New York – Indonesia as the best performing beauty brand on Instagram in Indonesia, with double the engagement and monthly follower growth than our closest competitor.”
Content Performance Trend-spotting
Unmetric’s engagement score has simplified the ability to understand trends and identify high-performing content. These insights have allowed Maybelline New York to better optimize their content, by incorporating these insights into future content production.
Effective Platform Analytics
Understanding follower growth – and rate of change - has been integral to understanding the effectiveness of the brand’s engagement strategy. These insights have helped Maybelline New York identify growth rate trends so they may better optimize their strategy in the future.