Maybelline shines with its new Teddy Bear lipstick alongside Taggify

THE CHALLENGE

Maybelline needed to communicate the launch of its new Teddy Bear Tint lipstick in Buenos Aires in a disruptive and innovative way. To achieve this, the brand partnered with Publicis Groupe and leveraged key features of Taggify’s programmatic platform.

THE SOLUTION

• Real-time synchronization: The brand used ten synchronized screens in the Obelisk area — one of the most iconic locations in Buenos Aires. By showing its ad exclusively and simultaneously across all screens, Maybelline visually dominated the area, capturing the attention of passersby and delivering an immersive storytelling experience.
• Dynamic video creatives: The campaign took advantage of Taggify’s ability to display dynamic content on DOOH screens. The video highlighted the qualities of the new Super Stay Teddy Tint liquid lipstick: soft, velvety, and available in seven shades, ranging from nudes to violets. The video format transformed the ad into a sensory experience, enhancing brand recall and visual impact for those in the area.
• Point of Interest (POI) targeting: The campaign was activated in the busiest area of the city. By using Taggify’s POI targeting feature, the brand was able to focus its efforts in a high-traffic, high-visibility zone that resonated with its target audience.
• Smart Day Parting: Maybelline planned the campaign by selecting a specific time range. This strategy allowed the brand to match the ad exposure with peak pedestrian traffic times, maximizing the efficiency of its media investment.

🎥 See the Teddy Bear Tint campaign in action