What #doesntlastlongenough, Maybelline asks women on Twitter

Cosmetics brand Maybelline New York has launched a digital initiative to promote its new collection of lipsticks, SuperStay, in India. The company initiated a Twitter campaign with an aim to create a buzz to highlight the matter of lipsticks that don't last long.

The agency, using the hashtag #doesntlastlongenough, asked women "what doesn't last long". The activity generated 1,400 tweets with replies ranging from weekends, relationships and food to more cheeky responses like 'I have to do it again and again because #ItDoesntLastLongEnough', 'I do at work because #ItDoesntLastLongEnough'.

Speaking to afaqs! about the activity, Harshil Karia, online strategist, FoxyMoron says that the idea of creating such a conversation generated from the results of the closed group consumer survey that Maybelline did before the launch. The idea was to create a conversation around the idea of what women dislike about their lipstick and thus spread the word about a lipstick that lasted long.

"We decided to speak to her in a tongue-in-cheek manner and drew upon the youth's constant desire for 'more' - more of the good times, more friends, more fun -- by making her talk about the things in life that 'do not last long enough," adds Karia.

On the day of the launch, the agency also carried out an on-ground activity at High Street Phoenix Mall, Lower Parel, Mumbai. Called the Maybelline New York Skyline, the display was designed to show the offline crowd the tweets that were used to define the product. For this, the agency pulled the tweets after filtering and showed it on the skyline.

"We chose to combine the online and offline world with this on-ground activity. We opted for High Street Phoenix because a large number of college-going girls who are potential buyers of the brand throng there," says Karia.