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The final entry deadline is September 20th, It was the brand's unique way of bringing its newest product—The NUDES Palette—to market in a way brought excitement to the category, and was uniquely Maybelline. Understanding our target's affinity for beauty video tutorials, we recruited 13 popular beauty vloggers like Sinead Cady The Makeup Chair and Stephanie Ledda Nude to bring the message to life.
DARE TO GO NUDE. The Nudes Palette is here.
We challenged each to create a how-to video of their signature look using nude Nudes Palette. We introduced all 13 YouTube videos and housed them on a micrositealong with vignettes to give viewers a peek at their inspiration and process.
To build buzz before the launch, we dare a short film co-created with Vice's fashion culture pub, i-D Magazine featuring interviews with models Jourdan Dunn, Staz Lindes, and Devon Aoki. We took over the YouTube homepage on launch day, and executed multiple high-impact site takeovers on the same day.
Dare To Go Nude - Eyeshadow Makeup Tutorial - Maybelline
We served the multiple videos through dare tactics and high impact video units to encourage continued engagement throughout the campaign. Maybelline's video-first campaign was a smash hit. The brand set out to create a heat moment around the launch of the NUDES Palette and build consumer awareness and desire for this prestige-inspired product.