How did Maybelline New York reinforce its status as a leader in the beauty industry with an online video? We’ll give you a hint: It wasn’t any old ordinary video.
At 10:45 a.m. ET on April 3, 2014 at ClickZ Live New York, Rapt Media chief executive Erika Trautman and ICED Media co-founder and president Leslie Hall will discuss how they partnered to create the world’s first interactive video optimized for iPhone and Android to launch Maybelline New York’s Big Eyes Falsies Mascara to a global audience.
Partnering with top blogger, the Glamourai’s Kelly Framel, Rapt Media and ICED Media created #TheGlamourEye, an interactive beauty adventure hosted by Framel where viewers could click on the video to choose which signature makeup looks they wanted to learn about and then click directly to those featured products.
The campaign launched in six countries and in two languages to great reception. In this ClickZ Live session, Trautman and Hall will discuss the results, which included deeper brand engagement, longer time spent on the video, and an increased click-through-to-purchase rate.
The two executives will also discuss the three key components to the project’s success, which includes successful global appeal, leveraged by Framel’s audience; “first-mover status,” which comes from Maybelline New York being the first to have an interactive video formatted for iPhone and Android; and smart content marketing, which results from having produced a smart and intuitive experience that allowed the video to educate viewers about products while telling a story.
Trautman, who has had successful careers as a writer, producer, editor, and director, and founded and ran an Emmy-winning production company, started Rapt Media in response to her disappointment with online video’s inability to rise to its potential. In just under two years, Trautman built and grew a successful business that is centered on emerging video technologies, solidifying a broad range of clientele including powerhouse companies like HBO, Honeywell, Maybelline, and Phillips.
In the decade that Leslie Hall co-founded ICED Media, she has led global and Fortune 500 clients – including Louis Vuitton, L’Oreal, K-mart, Ford Motor Corp., Maybelline, and DKNY – to the forefront of the digital ecosystem with award-winning campaigns, earning industry-wide accolades along the way.
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