1. Social Media Case Study:
Maybelline New York India’s 1st
Crowd-sourced KISS Song
Agency Name: FoxyMoron Media Solutions Pvt. Ltd.
Brand Name: Maybelline New York India
Product: Baby Lips Lip Balm
Objective:
Harness the potential of ‘crowd-sourcing’ in India
Create a catchy and innovative mode of engaging Maybelline New York fans across all the online
platforms
Stay true to the young, cosmopolitan and contemporary brand that Maybelline New York India
stands for
Effectively incorporate the product’s core thought into the execution of the campaign
Solution/Campaign Plan:
Invite millions of Facebook fans to contribute to a one-of-its-kind ‘KISS’ song
Make innovative use of a Facebook application in order to source all the kisses of the crowd -
http://goo.gl/Sds21
Develop India’s first ever crowd-sourced ‘KISS’ song
Increase the curiosity amongst the Maybelline New York fans and make them eager to know
more about the Baby Lips KISS song through teasers
Build buzz on Twitter around the reveal of the Baby Lips KISS song through use of hashtags
#AliaLovesMNY and #AliaLovesBabyLips
Creatively represent the brand’s bubbly, peppy and edgy spirit through the lyrics of the song
Bring about a sense of belongingness for all the Maybelline New York girls through the crowd-
sourcing activity
Create a Baby Lips KISS song music video and promote it in the online and offline space
Return on Investment:
6000+ girls contributed to the song with their kisses
2.1+ Million Fans on Facebook
4200+Followers on Twitter
2,50,000 views on YouTube within 4 days of the launch
120+ Unique PR Reach across blogs and traditional media
Hashtagon Twitter #KissSong trended in India

2. Maybelline New York India’s Twitter handle @MaybellineIndia trended in Mumbai
To catch the Maybelline Baby Lips Music Video along with interesting behind the scene videos with Alia
Bhatt, log on to:
Facebook:www.facebook.com/sensationalmaybelline
Twitter: https://twitter.com/MaybellineIndia
Youtube: http://bit.ly/BabyLipsKissSong