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Maybelline on launching its falsies to the world


By The Drum, Editorial

December 5, 2023 | 3 min read

Kinetic, and EssenceMediacom X were tasked with lauching a new eyelash enhancing mascara product for Maybelline and took global out of home sites by storm to create an unmissable and highly effective outdoor campaign. Here is the award-winning case study.

Objective: Launch Maybelline's Falsies Surreal Extensions Mascara, a product delivering 10x volume and +36% length to lashes, with a focus on innovation, targeting late Gen Zs (20-25) and early millennials (26-30). The campaign aimed to drive awareness, engagement, and sales on a global scale.

Insight: Maybelline's target audience, especially those who love anime characters, often follows virtual influencers online. Leveraging the popularity of virtual influencers, Maybelline introduced its first avatar, 'May,' in the style of anime. The campaign sought to merge the virtual world with the real world to capture attention and engage the target audience.


Virtual Avatar May: May, Maybelline's first-ever avatar, was introduced in the style of anime. May co-starred with real-world Maybelline global ambassador Gigi Hadid, bringing the surreal lash extension look of the Falsies Surreal Extensions Mascara to life.

3D Digital-Out-Of-Home (DOOH): A groundbreaking 3D DOOH campaign was initiated on a global scale. Personally visiting thousands of digital DOOH screens worldwide, the team mapped the Prime Viewing Angle (PVA) of each screen to ensure May and the product appeared three-dimensionally. Body motion capture and facial detection were used to create May's human persona as an anime character, breaking through the 4th wall.

Global Activation: The 3D DOOH campaign spanned across the UK, Germany, Denmark, Sweden, Finland, Norway, Estonia, Latvia, Lithuania, Poland, Australia, Canada, France, and Serbia. The creative portrayed May breaking through the screen, interacting with the frame, and demonstrating the mascara's lash-extending effects.

Cross-Channel Integration: May's character, initially created for out-of-home, was used in other channels, including Maybelline's global TikTok and Instagram accounts, showcasing the adaptability and power of the medium.


Engagement and Brand Asset Creation: The campaign successfully embraced the revolutionary spirit of the product, created a new brand asset in May, and garnered global attention across multiple media channels.

Sales Uplift: 3D elements in the campaign achieved x3.5 more uplift in sales compared to a static version. The campaign had a x6 stronger halo effect across all Maybelline Mascara brands.

Brand Commitment: The 3D DOOH campaign showcased Maybelline's commitment to delivering cutting-edge beauty experiences, demonstrating innovation, interactivity, and creativity at scale.

Cross-Channel Success: May's character, originating from out-of-home, was seamlessly integrated into other channels, highlighting the campaign's effectiveness in creating a cohesive and impactful cross-channel strategy.

The campaign not only achieved its objectives in driving awareness and sales but also set a new standard for what is possible in 3D DOOH on a global scale. Maybelline successfully merged the virtual and real worlds, reinforcing its position as an innovative and trend-setting beauty brand.

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