Maybelline • Viral CGI Mascara
2024 • Viral Film + Guerilla Marketing • Beauty • United Kingdom • Europe
Maybelline did a viral film campaign using giant lashes on public transport as a twist.
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The big idea of the campaign was to disrupt the traditional norms of mascara advertising by creating a viral film centered around the concept of "fakevertising." Instead of relying on product demos, influencers, and falsified demonstrations, the campaign aimed to entertain and engage the audience by putting a creative spin on the idea of "fake" in the beauty industry. The goal was to stand out in a cluttered market, spark social media conversation, and drive sales for Maybelline's Sky High Mascara.
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The challenge of this campaign was to disrupt the highly competitive beauty industry, specifically the mascara category, which was saturated with traditional advertising methods, influencers, and exaggerated product claims. Maybelline aimed to stand out by creating a viral film that would spark conversation and engagement without using traditional influencer campaigns or product demonstrations. The goal was to shift consumer perceptions of the brand and generate buzz in a way that had not been done before in the beauty industry.
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The target group of this campaign was beauty consumers, specifically those who engage with social media platforms and are influenced by viral trends in the beauty industry. The aim was to capture the attention of individuals who are active on platforms like TikTok, Instagram, and YouTube and who are interested in unique, engaging content that breaks away from traditional beauty advertising norms.
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The campaign resulted in Maybelline garnering 150 million organic views and over 8 million engagements in the first week of its launch. The video also achieved coverage in various publications, reaching over 825 million PR circulation.
The CGI video, created with a budget of £25k, led to a significant ROI for Maybelline, with a +298% increase in earned media value. Sales of the Sky High Mascara experienced a notable uplift of +118% during the campaign period, marking the most successful sales period for the product.
This viral film initiated a new trend in CGI films and fake out-of-home advertising within the beauty category, inspiring other brands to follow suit.
