Maybelline NY

The objective

Maybelline New York, a leading global cosmetics brand famous for making affordable, trend-setting makeup for beauty lovers around the world, sought to drive awareness and consideration on TikTok for their iconic Maybelline Lash Sensational Sky High Mascara during the festive holiday season.

Aiming to maximize upper- and mid-funnel impact, the brand's primary objective was to balance massive awareness growth with meaningful increases in consumer consideration and purchase intent for this hero product. To achieve this during one of the most competitive advertising periods of the year, the brand needed a differentiated, TikTok-first strategy that could successfully capture audience attention while fostering deep brand connection.

The solution

The brand partnered with their trusted media agency, Omnicom Media Netherlands, to design a comprehensive strategy built around TikTok's premium ad suite. The approach centered on combining multiple TikTok premium ad formats, allowing the brand to capture immense audience scale while simultaneously building deep consumer connection.

They launched with TopView ads to guarantee immediate, full-screen dominance the moment users opened the app during peak holiday shopping days, supported by native In-Feed Ads to maintain consistent frequency and reach across the platform. To sustain this momentum, they implemented TikTok Pulse, specifically targeting the Beauty & Personal Care Line Up. This placed Maybelline’s messaging directly alongside the top 4% of trending, brand-suitable content, seamlessly threading the brand into the platform's most active seasonal beauty conversations.

The creative strategy was inherently TikTok-first. Maybelline New York balanced their high-production official brand assets with a series of authentic, local videos. This was achieved by collaborating with local creators within their network and amplifying their content using Spark Ads, ensuring the Sky High Mascara product demonstrations resonated natively with local communities while maintaining the beauty powerhouse's prestige.

The results

By deploying this sophisticated and integrated approach, Maybelline New York successfully elevated their festive presence, sparked meaningful community engagement, and accelerated brand consideration throughout the competitive holiday window.

The multi-layered strategy yielded exceptional gains for the brand across the entire marketing funnel. A Brand Lift Study validated the campaign's massive impact, capturing a notable +6.7% growth in overall Brand Awareness that outpaced industry benchmarks. Most impressively, the campaign secured a striking +19.3% increase in Ad Recall alongside a +7.7% lift in Brand Favorability, proving that pairing high-impact visibility with the contextual precision of TikTok Pulse is incredibly effective at capturing undivided consumer attention.

These outcomes highlight how blending top-tier branding solutions (TopView and Pulse) with native, community-first storytelling offers a powerful blueprint for brands like Maybelline New York to excel at high-stakes retail moments on TikTok.