Maybelline My Super Stay 16
Challenge
Reboot a fan favorite MTV series on social with the Maybelline product as the hero in each episode, driving to product purchase.
See Full Series Here
Solution
Leveraged buzzworthy influencer talent to create a 6x episode TikTok series leaning into the nostalgia of My Super Sweet 16 with a parody series: My Super Stay Sixteen. Each episode cleverly positioned Maybelline products at the center of the narrative. The series was not only distributed on brand and talent handles, but it was also housed on a My Super Stay 16 microsite with CTAs to purchase the product directly on Maybelline.com. To gear up for the series launch, a 30-second teaser spot aired in the 2023 VMAs.
Press: MediaPost
Roles and Responsibilities
As the pitch point, my team led communications with the activation, creative, and production teams, outlining Maybelline’s key brand pillars, target audience, and passion points to guide our creative approach for this campaign. I conceptualized and designed the final deck, offering key insights to demonstrate Paramount’s credibility in the beauty space. I also liaised with production, media planning and sales to ensure the most efficient use of our budget to develop a media plan with maximum reach.