Targeting young females aged between 18 and 25, the website serves as a platform for women to share make-up tips and create more engagement between the brand and consumers. “We put the Maxfactor consumer in the role of a make-up editor and give them the chance to create their own style and share their content,” explained Victor Manggunio, executive creative director of Leo Burnett ARC Hong Kong.
Registered users are put on the spot to produce their own e-magazine by uploading their photos and content. They can also link their masterpieces in social networking sites and share content with friends through emails. A vote on the best submission and opportunity to comment on other people’s work will be launched in later stage.
Digital agency Arc claimed that although many cosmetic brands value forum seeding or blogger outreach, few express interest in asking consumers to share their own thoughts and provide a medium for them to share among their own social circle. With the Maxgazine, users can play the role of a professional make-up artist and create a sense of “ownership” of the brand.
Maxgazine is an on-going digital campaign and Maxfactor will add-in more content and user experience as the year progresses.
.jpg)
.jpg)
Credits:
Project Maxgazine
Client P&G China
Creative agency Leo Burnett Arc, Hong Kong
Creative director Kelly Lieu
Copywriter Vicky Lam
Art director Angus Wan
Account servicing Samantha Chow, Christina Suen
Media planner Denise Yang, Faye Sha
Media agency Starcom
Exposure Online
