Bringing Maybelline New York to Polish City Streets for the First Time
Maybelline New York With the First-Ever Virtual Ambassador
Maybelline New York With the First-Ever Virtual Ambassador
Work
In its biggest 2023 campaign across Poland and the Baltics, Maybelline New York and Gigi Hadid introduced “May,” the brand’s first virtual ambassador, to launch the Falsies Surreal mascara with a multi-channel mix of digital, outdoor, and influencer activations.
In the biggest 2023 campaign in Poland and the Baltic countries, Maybelline New York (L’Oréal Polska) and model Gigi Hadid, our global ambassador, introduced May as a virtual ambassador. Expanding its bestselling mascara range with the Falsies Surreal mascara, the brand offered women a surreal effect on their lashes.
Accentuating this in the “Take your lashes to a new dimension” campaign, the two heroines combined the real and virtual worlds. Together with our partners, we prepared activities in the digital channel, outdoor advertising media, and numerous surreal attractions. As part of the largest shipment of the Falsies Surreal mascara, as many as 1,200 journalists and influencers tested it.
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