Great big viral outreach inspires great big product launch.
Maybelline wanted to make a great big splash with the launch of their new Great Lash Big mascara. AMP delivered – in a great big way.
To spread excitement about Maybelline's update to their classic Great Lash mascara line, AMP connected with the most vocal beauty, style and trend bloggers by giving them something new to try and share with their readers.
AMP's strategy revolved around generating buzz for Great Lash Big and the "Big Gig" contest. Bloggers were given a chance to sample the new mascara, participate in blogger sweepstakes and host Maybelline Prize Pack giveaways on their blogs. This blogger outreach, coupled with video uploads to multiple websites and search optimization, helped the viral spread of Great Lash Big web videos and sweepstakes.
With an estimated 6,546,417 impressions and a total Advertising Value Equivalency of more than $100,000, AMP's outreach efforts delivered results greater and bigger than Maybelline could have hoped for.
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