How Twitch and Maybelline combined two industries into an interactive, highly successful campaign
Twitch won at The Drum Awards for Content 2022 in the Most Innovative Use of New Social Platforms for its Turn Up the Volume for Maybelline’s Colossal Curl Bounce mascara campaign. Here, we find out more about what went into this successful campaign.
Twitch and Maybelline Case Study
To help promote their new mascara, the Colossal Curl Bounce, Maybelline teamed with Twitch for a dedicated make-up stream where viewers could interact with the experience by choosing the colors and style of streamer Fasffy’s look. A custom chatbot was also created to allow viewers the chance to purchase the mascara during the stream.
Maybelline’s objective was direct – find a way to reach new consumers, particularly Gen Z female gamers who were an underutilized customer base for the makeup company. Female gamers were a steadily rising demographic, that until now, had largely been untapped in the makeup market.
Typically, female gamers put a great deal of time and effort into making their streams visually pleasing, including their own appearance. Maybelline felt that Twitch would be the ultimate opportunity to connect with the female gamer market.
Gaming streamer, Fasffy was enlisted to broadcast a two-hour live stream where viewers were able to participate in getting her ‘ready’ with Maybelline products. This interactive experience, along with Twitch’s poll feature allowed viewers to choose the details of her look from colors, to style.
This idea of bringing makeup into the gamer world in such an interactive method allowed viewers to not only participate, but actively enjoy why they typically tune into Twitch in the first place – live streaming gaming. But in a new way that combined one of their favorite gamers, with the ability to connect with her as well as the brand, at a new level.
They also wanted to connect the commerce aspect by creating a special chatbot so viewers could engage in a live shopping experience by purchasing the mascara in real-time.
Twitch and Maybelline assembled the campaign into three phases (awareness, community engagement, and sales), with each achieving amazing results. Almost 85,000 minutes watched, 86% video completion rate, and 100% products sold out on the stream.