While Facebook content is seen as higher quality and locked in place, Snapchat’s ephemeral nature enable us to have a much more spontaneous and playful approach. This is why we decided to use the app’s most popular feature: face swap. Users were invited to swap their faces with the face of one of the brand’s models. With one click, they could admire what the different types of make-up would look like on them.
A few days into the campaign, Maybeline was already one of the 15% of brands to have more than 2,000 followers on Snapchat.
2017 / 2021
Creative Strategy, Activation, Social Network
October 5, 2018