Capturing the energy of NYC and looks inspired by the runway, Maybelline's Catwalk to Sidewalk multiplatform campaign taps global social media influencers to interpret aspirational NYFW looks into wearable, daily styles. Deeply rooted within the brand's "Make It Happen" DNA, Maybelline not only inspires our consumer with beautiful artistry-drive looks but believes in providing the tools and education to help create looks that suit every woman. Through a series of inspirational videos and get the look content, our global beauty influencers go behind the scenes of our NYFW shoot and get an insiders peek into our global makeup artists' work and then are challenged to channel their inner artist to interpret the looks of Maybelline spokeswomen, including, Gigi Hadid, Adriana Lima and Jourdan Dunn.
While we always want to showcase the beauty behind the artistry looks that inspire and energize New York Fashion Week, we found that other than our beauty-lovers/experts, our average consumer feels a disconnect to the week. To give her more relatable content, through the activation of the brands global influencer program, the #MaybellineItGirls, we challenged 3 beauty vloggers to interpret and create the aspirational NYFW looks of Gigi Hadid, Adriana Lima and Jourdan Dunn into a more wearable look on video.
Catapulting ahead into 2017, we teased and launched February Fashion Week with some new and updated assets, and push our "Make IT Happen" DNA to the consumer and challenged them to enter into the #MNYCatwalktoSidewalk contest and create their own wearable version for a chance to win a trip to NYFW.
We created amazing content teasing and launching NYFW, seeing the brand's own social organic highs, multiple mentions across our global influencers and editorial mentions. While there was no paid media behind the content, our team did an amazing job creating and pushing out the brand's first cohesive story behind NYFW. Managed by the brand's in-house content and digital team, a new team as of last year, we brought the brand's purpose and story behind NYFW to the consumer in a relatable way.
BUT THERE'S ALWAYS MORE TO LEARN! Going into 2017, we knew we were not putting paid media behind the upcoming NYFW, but we had to figure out how we can continue to push our great content out to our consumer. While creating new assets, we simultaneously launched the brand's first multi-country contest, which organically received over 300 entries (the largest MNY social contest to date) and more than 38,000 ORGANIC interactions -- no paid media!
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