In its latest groundbreaking campaign, Maybelline New York, the world’s number one beauty brand, partnered with ICED Media and interactive technology platform Rapt Media to educate women globally on how to apply the latest make-up trends through the first-ever interactive video optimized for iPhone and Android, for the worldwide launch of Big Eyes Mascara.With the debut of #TheGlamourEye, developed by ICED Media, Maybelline New York took a contemporary approach to the traditional “choose your own adventure" concept. Packaged in the brand’s sleek and sophisticated style, the series of short films was hosted by renowned stylist and TheGlamourai.com blogger, Kelly Framel. The video spotlighted the re-emergence of iconic fashion trends, as viewers navigate through a curated selection of corresponding beauty tutorials, showcasing firsthand how beauty trends are leveraged to create a complete fashion look. #TheGlamourEye leveraged Kelly Framel’s combined audience of over 200,000 while simultaneously localizing the video for Maybelline New York’s global audiences including Canada, France, Sweden, and the Netherlands. In the spirit of product education, one of Maybelline New York’s key brand pillars, the campaign garnered over 1.5 million earned impressions and enabled the brand to engage deeper with the consumer, resulting in average time spent of over five minutes per interaction while earning accolades from consumer and trade publications alike including The Wall Street Journal and Venture Beat.
