How Twitch And Maybelline Combined Two Industries Into An Interactive, Highly Successful …

By Awards Analyst | writer December 9, 2022 | 4 min read Listen to article 4 min Twitch won at The Drum Awards for Content 2022 in the Most Innovative Use of New Social Platforms for its Turn Up the Volume for Maybelline’s Colossal Curl Bounce mascara campaign. Here, we find out more about what went into this successful campaign. Twitch and Maybelline Case Study To help promote their new mascara, the Colossal Curl Bounce, Maybelline teamed with Twitch for a dedicated make-up stream where viewers could interact with the experience by choosing the colors and style of streamer Fasffy’s look. A custom chatbot was also created to allow viewers the chance to purchase the mascara during the stream.The Brief Maybelline’s objective was direct – find a way to reach new consumers, particularly Gen Z female gamers who were an underutilized customer base for the makeup company. Female gamers were a steadily rising demographic, that until now, had largely been untapped in the makeup market.Typically, female gamers put a great deal of time and effort into making their streams visually pleasing, including their own appearance. Maybelline felt that Twitch would be the ultimate opportunity to connect with the female gamer
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