Cosmo, Maybelline and Express endeavored to help millennials lead a full life and acquire the tools needed to “make their mark.” Fun Fearless Life was launched in print, with editorial coverage gradually increasing each month, teasing the event and potential topics and speakers to be covered. We built on this solid foundation with content on Cosmopolitan.com, featuring profiles of game-changing talent and their accomplishments, alongside relevant beauty and fashion how-tos. Content was scaled to social media, creating an online conversation around and building anticipation for the FFL event itself, which is where the print, digital and social content came to life.

Fun Fearless Life was a massive success. (93% of attendees found the experience great/exceptional and would attend again.) All communications (print, digital, social, event) worked together to inspire and empower our target audience and positively influence their perception of the Cosmo and sponsor brands. Consumers left the event feeling motivated, and compelled to act (81% reported focusing on their life goals, post event). They had more favorable opinions of our sponsors (47% felt more positive and 46% felt more connected) and they were more likely to purchase sponsor products (73% definitely/probably buy the brand in the future.)