Maybelline New York

The Objective

Maybelline New York partnered with TikTok to bring to life their Break Free campaign, highlighting the importance of how the colour of a lip product can change the way you feel. The campaign promoted three of its most popular lip products, Maybelline Lifter Gloss, Maybelle Superstay Vinyl Ink and Maybelline Superstay Matte Ink, celebrating authenticity and uniqueness through fun and joyful assets.

The Solution

To kick off the campaign with a bang, Maybelline New York ran a TopView Ad featuring a mashup of key creators from the campaign and leveraged our new CPM buying method. The CPM buying method offers flexibility to advertisers, allowing them to reserve as many impressions for their TopView Ads as they prefer. It also offers specific targeting options for interest and gender.

This was followed by a suite of Top Feed Ads, which focused on each of the creators individually expressing their freedom, representing their communities and celebrating diversity.

Finally, a collection of In-Feed Ads were set up on TikTok Ads Manager which showcased the creators demonstrating their makeup routine using Maybelline New York’s products. The creatives felt totally native to the platform, entirely unfiltered and showing the creators in all their glory - flaws and all. 

The Results

The Maybelline New York campaign was a huge success and a brilliant example of the effectiveness for brands using creators to keep TikTok ads entertaining, engaging and native to the platform. The TopView Ad revealed a 5% increase in click-through-rate, when compared against benchmarks, and a 2% increase in engagement rate. Overall, the campaign brought in a smashing 22 million video views, ensuring Maybelline New York’s messaging was spread far and wide.