General information

Campaign objectives: The primary objective of Maybelline New York’s campaign was to highlight and celebrate the journey of discovery in the realm of beauty. Recognizing that makeup represents more than just cosmetic enhancement but serves as a tool for self-expression and empowerment, Maybelline aimed to democratize the art of makeup application. By partnering with Star Academy, asingers’ talent show that nurtures young talent and celebrates personal growth, Maybelline sought to showcase that makeup artistry is accessible to everyone, regardless of skill level or expertise.

Context

As the official makeup artist of Star Academy on TF1 for the second consecutive year, Maybelline New York leveraged this partnership to amplify its presence across both traditional TV and digital platforms. The campaign unfolded through two distinct branded programs: Star Academy Make Up Challenge and Star Academy Inside.

Creative Minds

The Star Academy Make Up Challenge, hosted by influencer Anna Decade, featured weekly makeup tutorials where departing Academicians explored various Maybelline New York products. These challenges not only demonstrated the versatility and ease of use of Maybelline’s products but also captured the personal journeys and reflections of the participants as they experimented with different looks.

In parallel, Star Academy Inside provided an intimate behind-the-scenes look at the remaining candidates’ experiences. Also, hosted  by Anna’s Decade, this series allowed viewers to witness the emotional highs and lows of the contestants as they navigated through the competitive environment of the Academy. This segment not only highlighted the transformative impact of the Academy on the participants but also underscored Maybelline’s commitment to fostering emotional well-being and self-acceptance through its Brave Together initiative (for mental health support).

The campaign was strategically timed to coincide with the airing of the Star Academy season, running from November 4, 2023, to February 3, 2024. The production team meticulously edited and broadcasted most episodes within a 48-hour window to ensure relevance and timeliness with ongoing events at the Academy.

The development and execution of the campaign was spearheaded by TF1 Live in collaboration with Publicis Media France and Publicis Media Content. This collaborative effort ensured that the campaign not only resonated with the target audience but also effectively communicated the core values of both Maybelline New York and Star Academy.

TF1 Live’s creative input was instrumental in conceptualizing and delivering compelling content that aligned seamlessly with Maybelline’s brand identity. Publicis Media France and Publicis Media Content provided strategic media planning and content distribution strategies, maximizing the campaign’s reach and impact across multiple platforms.

Campaign video(s)

Results

The partnership between Maybelline New York and Star Academy yielded impressive results across various metrics, underscoring the campaign’s success in engaging audiences and reinforcing brand visibility:

Audience Reach: The Star Academy season garnered an average of 9.5 million viewers per Prime time evening on TF1, with peak viewership reaching 3.6 million per Prime. Throughout the season, the show reached an estimated 40 million viewers, reflecting its broad appeal and popularity among diverse demographic groups.

Audience Engagement: On TF1+, the campaign achieved significant traction with a cumulative audience of 702,000 per Prime time and 406,000 per Daily show. This robust viewership highlighted the effectiveness of Maybelline’s integration within the Academy’s narrative, resonating with viewers beyond traditional advertising formats.

Sponsorship Impact: Maybelline New York’s sponsorship efforts included 239 sponsored appearances, generating 766 Gross Rating Points (GRPs) and reaching 71 million contacts among women aged 25-49. The digital sponsorship component delivered over 7 million ad impressions, demonstrating strong engagement and visibility in the digital sphere.

Brand Content Performance: Content hosted on TF1+ garnered 3.7 million ad impressions with an impressive 95.4% completion rate, indicating high viewer retention and engagement. Editorial content associated with “Star Academy” generated over 46 million impressions, further amplifying Maybelline’s brand messaging and storytelling capabilities.

Social Media Impact: The campaign’s presence on Star Academy’s social media platforms, including TikTok, Facebook, and Instagram, resulted in 3.5 million 15-second video views. This digital footprint extended the campaign’s reach and engagement, fostering ongoing conversations and interactions with a younger demographic.

The Maybelline New York and Star Academy collaboration exemplifies a successful synergy between brand values and cultural resonance. By celebrating the beauty of beginnings and the transformative power of makeup, Maybelline not only reinforced its leadership in the cosmetics industry but also championed inclusivity, personal expression, and emotional authenticity.

Through strategic content development, meticulous execution, and robust media partnerships, Maybelline New York effectively engaged audiences across multiple touchpoints, from traditional TV broadcasts to dynamic digital platforms. The campaign’s emphasis on storytelling, authenticity, and emotional connection resonated with viewers, fostering deeper brand affinity and loyalty.

Looking ahead, Maybelline New York remains committed to leveraging such strategic partnerships to drive innovation, foster inclusivity, and inspire confidence among consumers worldwide. The success of the Star Academy campaign serves as a testament to the brand’s enduring commitment to empowering individuals through beauty and self-expression, paving the way for future collaborations that celebrate diversity, creativity, and the power of new beginnings.