Maybelline New York: Through their Eyes

Cosmetic brand Maybelline fought back against misogyny in the online gaming community in Australia.

Campaign details

Title: Through their EyesBrand: Maybelline New YorkProduct: BeautyIdea: HeroCountry: Australia

Why is this work relevant for Creative Effectiveness?

Maybelline's Through Their Eyes was a unique and compelling piece of content highlighting the severe harassment experienced by female identifying gamers online, built off the shocking insight – that female gamers often hide their identities to avoid harassment. Using social channels to engage the crucial U35 audience, the campaign increased crucial brand metrics, lifted trial and created an impressive sales uplift resulting in Maybelline's highest ever Australian market share and an...

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