How can a company make mascara look interesting, inspiring and different? By creating an appealing story behind it and telling it in a unique way that will also reflect the best features of a product.
Labelled “Big Eyes”, the double-ended Maybelline mascara is equipped with two brushes, aimed at creating eyelashes that look fake, but are actually real. Although Maybelline called themselves pioneers of this beauty technology, the brand needed a compelling story behind it that would reflect the mascara’s unique features, and, therefore, intrigue and persuade its potential consumers. Maybelline’s strategy was based on creating content, and the more of it the better. First of, a two-sided mini thriller film “The Girl with The Big Eyes” was created, focusing on ‘him’ and her’ perspective and their spy hunt after each other. The male spy starts off his side of the story, but soon enough we see the female perspective and a hint of her ‘secret weapon’, which is, of course, the new breakthrough mascara. The film is styled resembling New York City in the 60s and the feel of popular spy films. The female protagonist also bears obvious resemblance to Uma Thurman’s character in the cult classic Pulp Fiction. Moreover, the mini film was supported by a photoshoot, after which all pieces of the produced content – video, photos and gifs – were collected into one to create an interactive scrollable site experience or a so-called multi-sensory story.
The story unfolds as you scroll down the microsite (Update: Broken Link; Website is no longer available), and the user is presented with unique and enthralling content from the very first go. Photos, videos and quotes are accompanied with voiceovers, animated gifs, attractive typography and various circular elements. All these sections are sharable on popular social media such as Facebook, Twitter, Tumblr and Pinterest with a simple click. Furthermore, the “Girl with The Big Eyes” campaign did not stop there. The femme fatale character was active on Twitter for one day to engage with her fans: she tweeted mystery clues while followers posted questions and in turn had the chance to win the secret weapon, and, therefore, uncover the big secret. The thriller scenario worked well for Maybelline, generating 72% of site traffic coming from social networks, where bits of the story’s content were spread out.