Maybelline uses boy bands and fairy tales

To create excitement about the launch of Maybelline New York's Baby Lips, ZenithOptimedia focused on the target's (women ages 13 to 24) love of movies and music, offering them the opportunity to attend a highly-coveted musical performance, a movie premiere, and the chance to receive Maybelline products.

The launch kicked off with a TV spot in digital cinema pre-show in Toronto, Montreal and Vancouver, created by Sony Music. This drove consumers online for the chance to win exclusive prize packages for the One Direction concert in Toronto.

A second wave of cinema spots ran in digital lobby screens featuring a seven-second tag created by Vervegirl magazine on behalf of Alliance. This tag drove the target online to enter the "My First Kiss" contest where girls could tell their first kiss story for a chance to win tickets to the Mirror Mirror movie premiere and a Baby Lips prize pack.

Activation at the One Direction concert included co-branded signage and a green screen photo booth where fans were encouraged to line up for photos and Baby Lips samples. Photos were posted online to facilitate social sharing. Baby Lips was also sampled in three of the eight markets where Vervegirl screened Mirror Mirror. The three "First Kiss" contest winners were presented with prize packs at the screenings.

Baby Lips was the fastest growing product in the lip balm category between December and June. The campaign exceeded sales goals by 25% and achieved a market share high of 5.2% four weeks after the contest launched.