Role: Creative Strategy, Social Strategy, Influencer Strategy

Ask: Launch the new M·A·CStack Mascara on TikTok

Opportunity: Drive trial for the product by amplifying the product experience in-app.

Approach: I developed a multi-pronged creative campaign that showcased the product in distinct contexts and formats that resonated with an array of sub-communities.

This nuanced approach highlighted the product’s efficacy through the lens of gamification and unbiased trial while cultivating a compelling vibe around the product experience through aesthetic-driven content and a bespoke sound.

Results: The campaign generated an instant ‘TikTok Made Me Buy It’ viral moment for the product, causing it to sell out across all retailers for over a year after launch.