Maybelline New York is set to launch its new Falsies Surreal Extensions Mascara campaign with the help of its first-ever digital avatar, May. The campaign will include both real-world and virtual elements, with model and global ambassador Gigi Hadid also on board. May will not only help with the launch of the new mascara, but will also feature in future campaigns with other makeup franchises under Maybelline’s umbrella.
Virtual Influencers on the Rise
As virtual influencers continue to gain popularity and advertiser budgets, brands are turning to virtual counterparts as a more cost-effective alternative. Despite lacking the human element many consumers desire from brand ambassadors, virtual talent has proven to be effective. According to The Influencer Marketing Factory, 58% of people follow at least one virtual influencer, and 35% have purchased something promoted by one. The space is often unpredictable, and some partnerships with influencers may not be successful because of controversy. That’s why Maybelline’s digital avatar, May is a unique opportunity for the brand to control the space.
Innovative Marketing Strategies Targeting Gen Z and Millennials
Maybelline has shown a growing interest in innovative marketing strategies targeting Gen Z and millennial consumers. The brand partnered with cross-game avatar platform Ready Player Me for a metaverse activation, which entailed creating makeup looks for application to virtual avatars. Maybelline also partnered with video game developer Zynga to launch an in-game playable ad, “Maybelline Mascara Merge.” Maybelline’s latest campaign with May the digital avatar follows other innovative marketing efforts, narrowing its focus on younger consumers.
Maybelline’s new campaign featuring May the digital avatar marks a significant move in the brand’s efforts to remain innovative and relevant to a younger audience. With the growing popularity of virtual influencers, Maybelline’s latest move is set to offer a great opportunity to manage space while targeting a wider audience.
