Maybelline is rolling out a trial campaign with WisePass
On September 2019, WisePass and Maybelline have finalized a deal to release a campaign for their subscribers on the 189,000 VND plan. This new campaign is about a lipstick the brand has started to promote with an influencer. They selected a venue in Ho Chi Minh City to run the campaign in district 1, Ho Chi Minh City.
This is the first time WisePass closed a deal with a global group in the cosmetics field, in order to know more about the campaign and the recent new development about the company, the founder and CEO of WisePass has come and answered 3 questions about moving into a new industry and the implications for the subscribers.
Why did you start making a move in the cosmetics industry with the L’Oreal group?
Our customer base was mostly male a couple years ago. Since 2017, with the introduction of lunch, dinner, Starbucks and CGV, we saw more and more female subscribers and asking for female offering. As we’re market-driven, we thought that this offering was a great experiment for them.
Furthermore, opening a new vertical is always exciting for us as we can cover more needs for our subscriber base. At the end of the day, we have to make sure our customers can be be delighted with what we offer them. They really vote with their feet by redeeming the offer… or not. Hence, we’re able to quickly know if the introduction of such offering is valuable or not.
What matters the most is what we are offering to our subscriber base and how simply it is for them to get it.
Why did you decide to put Maybelline in the Starter plan?
Maybelline is part of the entry level brand of the L’Oreal group, the goal was to position that trial as an affordable and simple offering for our subscriber to redeem a lipstick everyday at our venue partner Belle Lab. For us, it is important to gauge customer engagement level by looking at the redemption level.
From the day we launch, we can see the interest has spiked up quickly and that’s really what matters. Brands need a way to figure out a way to drive trials and eventually engage their target audience to subsequent activations about beauty. What we do with such type of program is build a relevant consumer base that can be re-engaged on our app for some beauty events.
What we do with Maybelline here is all about consumer base building with a clear methodology.
Will you work with more cosmetics brands in the future?
Depending on how the needs of the beauty brands are, we’re looking later at how we can onboard more brands and create more synergies in the future as WisePass connects many brands, we realize there was a need from beauty brands to connect with complementing brands with other value proposition.
Indeed, there’s a need from the female audience to be pretty with some cosmetics but also fashion brands. Some female subscribers are dressing and using make up to go out and enjoy some drinks outside. We can connect brands to each other so they can build a whole new experience for the subscribers and that’s what we’re looking at in the coming months.
What we are focused on is to create an ecosystem of brands and driving up efficiency in brand building.
