Boasting hundreds of millions of monthly players, Candy Crush Saga provided Maybelline 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 both players and beauty enthusiasts alike, leaving a memorable ad experience.
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GLOMaybelline partnered with Activision Blizzard Media 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, eyecatching campaign that celebrated candy, color, and hydrated lips. Boasting hundreds of millions of monthly players, Candy Crush Saga provided Maybelline 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 both players and beauty enthusiasts alike, 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 Interactive Video—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 Interactive Video 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.
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Source: Activision
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