Did You Hear? In order to announce model Charlotte Free as the new face of Maybelline New York, ICED Media created an original asset entitled #TopChicret. Our viral video campaign starring P’trique of “Sh*t Fashion Girls Say" and nearly 20 influencer cameos launched in April 2012 to worldwide acclaim. The buzzworthy asset earned coverage on an array of the most respected fashion outlets globally, including Vogue, Style.com, Elle, New York Magazine, Fashionista, Grazia, and more. In addition, our strategic use of influencer cameos ranging from editors, TV personalities, and musicians enabled us a broader reach, resulting in #TopChicret trending on Twitter within minutes of it's release. By capitalizing on the popularity of this trending meme amongst fashion insiders, Maybelline New York emerged as an innovator by becoming the first ever brand to partner with “Sh*t Fashion Girls Say". As a result, the brand increased its relevance amongst the discerning fashion industry and the asset itself is still referenced today as a best-in-class example of branded content. Overall Reach: • More than 30 features totaling over 54 million monthly unique visitors • 535 Tweets Using #TopChicret resulting in over 3M organic impressions • Organic trending topic on Twitter
Industry Accolades "Innovative Viral Campaign" PSFK.com “Being the social media star, it’s no wonder [Charlotte’s] path crossed with the star of ‘Shit Fashion Girls Say’ P’trique... Naughty P'trique, told practically every major New York fashion player including Betsey Johnson and Derek Blasberg..." - Elle UK “We are sososo excited to announce the news that our FAVE pink-haired model and muse Charlotte Free is the new face of Maybelline New York... The best part, though, miiigghhtt be the video Maybelline released to debut the exciting news." - MTV Style “Maybelline New York has tapped pink-haired model Charlotte Free as their pretty new face and how they announced it is #totesamaze." - CocoPerez.com “We think it's a super smart move on Maybelline's part to unveil their new face this way. You too? But remember, keep it to yourselves. This is #TopChicret." - Bella Sugar “P'Trique of “Shit Fashion Girls Say" fame and Free announced the news in their own cheeky way: a YouTube video where the very chic P'trique just can't keep Charlotte's secret to himself, spilling it (in hilarious cameos) to New York fashion royalty like Jill Zarin, Betsey Johnson, Derek Blasberg, Phil Oh, John Januzzi and Chrissie Miller." - The Huffington Post Top Features Fashionista http://fashionista.com/2012/04/exclusive-ptrique-tells-everyone-in-fashion-about-charlotte-frees-big-new-gig/ New York Mag http://nymag.com/daily/fashion/2012/04/charlotte-free-is-the-new-face-of-maybelline.html Vogue UK http://www.vogue.co.uk/beauty/2012/04/24/charlotte-free-maybelline-contract-ptrique-video Lucky Magazine http://www.luckymag.com/blogs/luckyrightnow/2012/04/Did-You-Hear-That-Charlotte-Free-Is-The-New-Face-of-Maybelline MTV Style http://style.mtv.com/2012/04/24/charlotte-free-maybelline/ Coco Perez http://cocoperez.com/2012-04-24-charlotte-free-new-face-of-maybelline-new-york-announcement The Daily Beast http://www.thedailybeast.com/videos/2012/04/24/charlotte-free-is-topchicret.html Huffington Post http://www.huffingtonpost.com/2012/04/24/charlotte-free-maybelline_n_1449095.html PSFK http://www.psfk.com/2012/04/maybelline-sht-fashion-girls-say.html Elle UK http://www.elleuk.com/beauty/news/charlotte-free-s-maybelline-hook-up Grazia http://www.graziadaily.co.uk/beauty/archive/2012/04/25/charlotte-free.htm
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