CAMPAIGN CONCEPT / NAMING / CREATIVE DIRECTION

In 2016, Maybelline changed their long-standing tagline “Maybe She’s Born With It” to “Make It Happen”. To support the new tagline’s purpose of celebrating the power of makeup to transform and boost consumer awareness, we created a 10-episode YouTube series hosted by famed beauty influencer NikkieTutorials. Each episode featured a surprise challenge to “Make XX Happen” with a selected beauty vlogger.

CAMPAIGN SUCCESS
According to Google data, the campaign resulted in a 2.4x to 2.9x lift in brand awareness, with an average play-through of 54%. Meanwhile, the 10 YouTube blogger guests are said to have accounted for 58% of overall watch time for the entire campaign.

The #MAKEUPLIKETHIS series ultimately helped increase Maybelline's YouTube subscriber numbers by more than 25%, with most episodes garnering over 100,000 views to date.

See more episodes on YouTube: https://www.youtube.com/maybellinenewyork

Agency: Code and Theory
Senior Art Director: Danielle Gerard