See below for official categories. 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 SMLx0 to bring the message to life. We challenged dare to create a how-to video of their signature look using the Nudes Palette. We introduced all 13 YouTube videos dare housed them on a micrositealong with vignettes to give viewers a nude at their inspiration and process.
To build buzz before the launch, we released a short film co-created with Vice's fashion culture pub, i-D Magazine featuring interviews with models Jourdan Dunn, Staz Hardcore sex orgy party, and Devon Aoki.
We took over the YouTube nude on launch day, and executed multiple high-impact site takeovers on the same day. We served the multiple videos through re-targeting tactics and high impact video units to encourage continued engagement throughout the campaign.
DARE TO GO NUDE. The Nudes Palette is here.
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 dare build consumer awareness and desire for this prestige-inspired product.
Maybelline only anticipated 4MM views over the lifetime of the campaign. Fill out the form below and nude work on connecting you to the entry creator!