For the digital launch of Maybelline's new dual-ended Big Eyes mascara, we knew a simple landing page wouldn't be bold enough. Nor would a standard digital video. So, we decided to blur the lines between commerce and content and set out to create a compelling multi-sensory story that could live across a fragmented digital landscape. The result is a story that tells the tale of a mystery woman, "The Girl with the Big Eyes."

Launch the campaign
Published
October 2013
Topics

The Story

For the digital launch of Maybelline's new dual-ended Big Eyes mascara, we knew a simple landing page wouldn't be bold enough. Nor would a standard digital video. So, we decided to blur the lines between commerce and content and set out to create a compelling multi-sensory story that could live across a fragmented digital landscape. The result is a story that tells the tale of a mystery woman, "The Girl with the Big Eyes."

Big Eyes’ unique dual-ended brush inspired the story of a beautiful spy and her hypnotic eyes. To deliver an immersive storytelling experience — one that plays on sight, sound and motion — we integrated the Timelinelite and Tweenlite tools. Using these technologies, we were able to get the story to unfold as fast as the user is able to scroll. We "atomized" (broke into smaller pieces) 107 unique pieces of content (photos, GIFs, quotes), allowing users to share their favorite parts to Pinterest or Twitter in just one click.

The Technology

The Results

Breaking the story into smaller pieces and seeding it across Maybelline’s Facebook, Twitter and Tumblr pages propelled people to the site in order to learn more about the hypnotic femme fatale. On Twitter, for example, we tantalized followers with mysterious Tweets from the spy herself. And it worked. Social drove 72% of site traffic. Once on site, people stuck around. Thousands of visitors scrolled through the full experience and shared images, GIFs and videos they discovered along the way.

2

Sides to the Big Eyes mascara wand

107

Unique pieces of hand-tailored content that were created to tell the Big Eyes story

39%

Of visitors from social completed the full Big Eyes experience

Launch Date Sept. 6, 2013