WeHeartIt, one of the newest inspiration-focused social networks, is the perfect place for millennial females to express who they are.
In early 2014, we noticed a massive amount of activity on WeHeartIt featuring Maybelline products like Baby Lips. In addition to content pulled directly from Maybelline's Instagram, Facebook and Tumblr pages, WeHeartIt users were even uploading their own photographs and illustrations professing their love for their favorite Maybelline products.
By January 2014, Maybelline content was exploding on WeHeartIt. Images featuring Maybelline content—from reposted branded images & GIFs, to user-submitted content—were "hearted" more than 1.2 million times, and images tagged with Baby Lips were "hearted" more than 500,000 times. Up until then, all of this activity was completely fan-driven.
We knew this was a huge opportunity.
So, in October 2014, we decided to jump in on the conversation. At the time, Maybelline was the first mass-market beauty brand to join the WeHeartIt platform, making it easier than ever for users to do what they were already doing: sharing and hearting everything Maybelline.
WeHeartIt fans are crazy for Maybelline! On launch day, our image of a woman "hearting" New York City became the most hearted image on the entire WeHeartIt platform.
We create inspirational content specifically for WeHeartIt that is exactly what our fans are looking for—unique illustrations of Maybelline products, beauty looks, lifestyle images set in New York City, and of course, inspirational quotes.
The content is resonating and Maybelline's fan base continues to grow, with more than 85,000 followers to date.
