Maybelline sees 100,000 daily visitors and millions of plays

Maybelline entered the gaming space to launch an innovative activation for its Lifter Gloss Candy Drop that creatively reached and engaged new audiences. With strong brand alignment and product synergy, the collaboration between Maybelline and the iconic Candy Crush Saga bolstered brand resonance through a unique, eye-catching campaign celebrating candy, color, and hydrated lips.

Boasting hundreds of millions of monthly players, Candy Crush Saga provided Maybelline with a strategic platform to tackle its key objectives. From driving customer acquisition and fostering loyalty to amplifying product awareness and deepening engagement, Maybelline created meaningful connections with players and beauty enthusiasts, leaving a memorable ad experience.

The campaign featured a series of user-initiated ad formats—a Rewarded Video, a custom Playable, and Activision Blizzard Media’s brand-new Video Explorer—all designed to deliver players an engaging and immersive experience. These interactive ads visually highlighted the vibrant Lifter Gloss Candy Drop collection, compelling users to explore the range of shades available.

The Playable provided a distinctive gamified experience that integrated elements of both Maybelline and Candy Crush Saga while the Video Explorer enticed users to delve deeper into the product with a strong call to action to drive consideration. Utilizing creative emphasizing strong branding and prominent product placement, Maybelline heightened player engagement through exploratory and rewarding ad experiences.

The campaign delivered outstanding results with ad exposure driving a +23-point lift in ad recall, a +14-point lift in awareness, and a +4-point lift in consideration for the new Lifter Gloss Candy Drop collection.

Maybelline’s in-game activation achieved an astounding 98% engagement rate and over 12 million custom playable mini-games enjoyed. Maybelline successfully captivated the attention of millions of players. This ground-breaking campaign also resulted in a remarkable 552% lift in standard website traffic, with daily visitors soaring from a typical 15,000 to an impressive 100,000.

Maybelline’s in-game campaign is a case study in the power of interactive advertising to authentically connect with beauty fans in mobile gaming. By using rewarded video, playables, and interactive end cards, Maybelline invited players to engage directly with the Lifter Gloss line in a way that felt natural and fun.

The campaign not only captivated audiences with a 98% engagement rate and over 12 million branded mini-games played, but also drove meaningful business results with a 552% uplift in website traffic and a 23% lift in ad recall. The success shows how immersive, rewarded experiences in gaming can deliver connection and meaningful impact for brands.