"Dare to Go Nude" was Maybelline New York's video-first campaign to encourage women everywhere to consider nude eyeshadow shades as a bold new way to express your true self.
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 each to create a how-to video of their signature look using the Nudes Palette. We introduced all 13 YouTube videos and housed them on a microsite, along with vignettes to give viewers a peek 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 Lindes, and Devon Aoki.
We took over the YouTube homepage 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.
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. It worked:
– In the first four weeks, the campaign garnered 9.1MM+ organic video views. Maybelline only anticipated 4MM views over the lifetime of the campaign.
– The YouTube homepage takeover delivered 140MM+ impressions, beating Maybelline's benchmark of 104MM, and garnering 1.4MM+ clicks to the campaign experience at maybelline.com/thenudes.
– The i-D Magazine "Dare To Go Nude" film generated more than 1.8MM+ views on YouTube, with an average play through of 54 percent.
– The YouTube homepage takeover delivered 140MM+ impressions, beating Maybelline's benchmark of 104MM, and garnering 1.4MM+ clicks to the campaign experience at maybelline.com/thenudes.
– Social media impressions reached 13.6MM engagements across Twitter, Facebook, Instagram & Tumblr.
