We helped launch the new summer edition Lifter Gloss by Maybelline – an all-time favorite lip-gloss.

Our task was to create a setting for Maybelline to create WOM with non-paid influencers.

The concept should give physical and online life to the global Candy Drop universe.

The unpaid influencers was carefully selected based on their reach, engagement rates and brand match with Maybelline.

LIPSTICK COLORS
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CANDY UNIVERS
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INFLUENCERS FROM THE NORDICS
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SWEET LIPS AND JUICY SHADES     SWEET LIPS AND JUICY SHADES     SWEET LIPS AND JUICY SHADES     SWEET LIPS AND JUICY SHADES

INSPIRATION

We tapped into current TikTok and Instagram trends, gave them a twist and secured high relevance for Maybelline.

  • We turned the package and delivery into an ‘Unboxing Experience’,

  • Created a personal note for each influencer,

  • Kept the gift surprising,

  • And secured multiple post-worthy moments during the ‘Unboxing Experience’.

We chose the classical sweet gummi bear as our ‘main character’.

 The much loved bubble gum served as our inspiration.

 And we made the summer vibe a part of the key messaging.

+43%

of the non-paid influencers posted on one channel and many posted on more channels.

The experience gave great engagement, good reach and created a strong and vivid connection between prefered influencers in the Nordics and Maybelline.