Since 2016, product sales in the beauty industry have been dictated by influencers and social media. This was especially true in the mascara category, overcrowded with fake: cookie-cutter influencer content, inflated product claims and exaggerated (sometimes fake) lashes.

In order to boost the sales of our Sky High Mascara we had to stand out in an ocean of artifice.

We know virality equals sales in this cluttered category and the traditional method would be to engage an expensive influencer campaign with all the fake glam to get people talking and buying. Or we could do something totally different.

Putting a spin on “fake” in a way that entertains and engages our audience, in a way that no make-up brand has ever done before.

Instead of exaggerating our product benefits with fake lashes, influencers and demos, we decided to, quite literally, exaggerate our product in our “fake-vertising”

We decided to collaborate with an independent artist rather than an advertisement agency to keep our social content authentic and native to the platform. We sought talent that possessed the power to halt you in your tracks, and so it was on Instagram that we crossed paths with the remarkable work of artist, Ian Padgham.

The social media stunt needed to feature our iconic #1 mascara, but we deliberately didn’t over-brief to avoid the concept becoming too ad-like and dated. Instead, our objective was to create something so realistic, it would spark speculation on whether Maybelline actually managed to pull the stunt off in real life or not.

After initial brainstorms, we agreed on putting giant lashes on public transport. The silliness of humanising mundane objects instantly sparked feelings of joy and humour. We ultimately lent into gut instinct over the typical influencer formula that we've used in the past.

We aimed to shift consumer perceptions of Maybelline, transforming it from a corporate makeup brand selling products into a dynamic lifestyle brand that celebrates culture—a vision akin to becoming the 'Nike of the makeup world.'

Our aspiration was to transcend the expectations typically associated with glossy brands like Maybelline, and so many other makeup brands that use influencer content by:

1. Infusing the video with the distinct flavour of UK cultural resonance

2. Creating the element of surprise that captures our audience’s imagination and fosters organic social engagement.

Our goal was to create an unforgettable statement. This strategy was not just about selling products; it was about cultivating a lasting impression with our audience, creating genuine human connection with - ironically - no humans at all! Elevating Maybelline to a cultural icon in the makeup realm.

The setting of the CGI was filmed in London in June, with the CGI giant mascara wand added in post-production. We didn’t want the ad to feel overly produced, but rather, as if the content was candidly shot by a passer-by who whipped out their phone and started recording on the street. This is why we chose to forgo any embellishments in post-production, such as branding or music, allowing only the authentic, pedestrian sounds of passing trains and bustling traffic.

In total, the execution took just over 8 weeks, from the initial brief, to airing on Tik Tok on Thursday 6th July. The post was only live for 1 day before it began being organically screen-recorded, stitched, and reposted across multiple social media accounts, showcasing the power of a strong social content idea on a limited budget of £20-£25k, without the use of typical formats such as influencers, before/afters...etc.

We achieved our objective of landing Maybelline into social conversation with 150 million views in the 1st week of launch, achieving over 8 million engagements. It appeared in several publications organically, reaching over 825m PR circulation.

It wasn’t only beauty enthusiasts losing their minds over our film; Steven Bartlett created a Youtube video about the ad and drew comparisons to the Kylie Jenner x ASOS copycat version.

With one small CGI video that cost £25k, Maybelline saw the strongest ROI ever. With a remarkable +298% upsurge in earned media value. The result was the most successful sales period for Sky High year-to-date; +118% sales uplift and the biggest peak of sales during the week of virality.

But most importantly our viral film started the new wave of CGI films and fake OOH trend in the beauty category, and beyond with many brands following in our footsteps!