Total Integrated Program.

People

Maybelline New York "Born to Make a Difference"

Born to Succeed

Some eyeliner, a little mascara, and perhaps a dab of blush are all it takes for Maybelline customers. But to launch its "Born to Make a Difference" program in conjunction with People magazine would require a multi-pronged marketing campaign to successfully make over its "Power of Maybe" message.

The magazine's sales and marketing team leveraged Maybelline's "Power of Maybe" message to women ages 18 to 49, aligned the brand with an emerging female musician/artist, and engaged the magazine's 40 million-plus readership to select four women who would be honored in their respective hometowns.

"It was definitely a continuity program," says Susan Parkes, associate publisher of marketing for People. "We started in the magazine and utilized advertorials that asked readers to nominate an inspiring woman." Readers could go online to enter and local radio stations also promoted the sweepstakes.

The "Born to Make a Difference" program promotional spread in September's People featuring international singer/songwriter Delta Goodrem coincided with a custom Web site that included a free download of a Goodrem single.