Lifter Gloss Candy Drop: 100,000 Daily Visitors and Millions of Plays

The Overview

Maybelline partnered with Activision Blizzard Media to launch an innovative activation for its Lifter Gloss Candy Drop that creatively reached and engaged new audiences. With strong brand alignment and product synergy, the collaboration between Maybelline and the iconic Candy Crush Saga bolstered brand resonance through a unique, eye-catching campaign celebrating candy, color, and hydrated lips.

Boasting hundreds of millions of monthly players, Candy Crush Saga provided Maybelline with a strategic platform to tackle its key objectives. From driving customer acquisition and fostering loyalty to amplifying product awareness and deepening engagement, Maybelline created meaningful connections with players and beauty enthusiasts, leaving a memorable ad experience.

• Campaign Objectives: Awareness & Consideration
• Campaign Date: August - September 2023
• Markets Measured: United States
• Inventory: King Games

The Solution

The campaign featured a series of user-initiated ad formats—a Rewarded Video, a custom Playable, and Activision Blizzard Media’s brand-new Video Explorer—all designed to deliver players an engaging and immersive experience. These interactive ads visually highlighted the vibrant Lifter Gloss Candy Drop collection, compelling users to explore the range of shades available.

The Playable provided a distinctive gamified experience that integrated elements of both Maybelline and Candy Crush Saga while the Video Explorer enticed users to delve deeper into the product with a strong call to action to drive consideration. Utilizing creative emphasizing strong branding and prominent product placement, Maybelline heightened player engagement through exploratory and rewarding ad experiences.

The Success

The campaign delivered outsized results with ad exposure yielding strong double-digit growth in ad recall and awareness. What’s more, there was a significant uptick in consideration for the new Lifter Gloss Candy Drop collection.

A Dynamic Duo

With an astounding 98% engagement rate and over 12 million custom Playable mini-games enjoyed, Maybelline successfully captivated the attention of millions of players. This ground-breaking campaign also resulted in a remarkable 552% lift in standard website traffic, with daily visitors soaring from a typical 15,000 to an impressive 100,000.