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The Lantern Award celebrates the region’s most engaging and creative Ramadan and Eid el Fitr YouTube campaigns.

Congratulations to the winner of

THE LANTERN AWARD

MAYBELLINE NY MIDDLE EAST

The most engaging YouTube Ramadan Campaign

 Maybelline X Noor Stars Makyaj wa Banat Ramadan

Brand: Maybelline NY

Creative agency: Ykone

Media agency: UM MENA

Maybelline New York created the award-winning Ramadan series thanks to its original Maybelline New York Makyaj wa Banat web series that the brand’s GCC team showcased in 2016. Seeing rising indie beauty brands competing to capture millennials’ and Gen Zs’ attention at the time, Maybelline New York made the bold decision to move away from traditional communication entirely in an effort to engage and connect with global consumers. Departing from TV around the world, the brand went 100% digital with its pioneering and hugely successful year-round YouTube show, Maybelline New York Makyaj wa Banat.

The successful series followed the following format for its winning campaign:

- Collaboration with YouTube creators: The show invited top YouTube creators as guests and encouraged them to express their authentic identity and style during unscripted episodes.

- Agile Hub Content: In line with top digital trends and Always-On moments throughout the year, the show evolved and adapted to the latest trends, seasons and searches.

- Makeup and products: Beauty products were at the core of the show, with tutorials and how-to guides being key features helping bring the brand pillars to life in a fun way.

- Subscriber strategy: A well-considered subscribers strategy centered around users’ subscription messaging ensured the show’s commercial success.

Read more about why this ad has deserved to win this year's Lantern Award.