For Maybelline New York, my team was tasked with driving incremental market share through sales of their new Lash Sensational mascara. As a new product in their line and the first to target the 34-54 female consumer (instead of their typical millennial audience), we performed a voice, look, and feel exploration and a content theme workshop to ensure we were creating content for our target audience, but in line with the Maybelline brand. Guided by insights on our target audience, we catered creative to each of the beauty, fashion, and lifestyle interest groups, underscoring the product's “Be Sensational” messaging.
The results? Over 28 million unique ad impressions and incremental sales boosts across key markets.
For Maybelline New York
Role Copywriter, pitch and execution
Date February - March 2015
Type Targeted Facebook campaign
Team Lauren Fahey (Art Director), Aimee Rancer (Associate Copywriter)