THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Maybelline x Dance Moms

Entered in Branded Content

Objective

Maybelline was looking to reach a female audience of all ages across linear, digital and social platforms through leveraging well-known talent and influencers. Additionally, they were interested in building upon their existing Super Bowl campaign, which featured the stars of Lifetime’s hit series, Dance Moms. Lifetime was preparing to air Dance Moms: The Reunion, a special reuniting some of the original cast members of the show. Lifetime was the perfect partner, offering access to the female audience and talent Maybelline was looking for while providing multiplatform solutions that drove results.

Strategy

 With less than two months to execute the campaign, Lifetime not only met the challenge but exceeded guarantees and benchmarks.

 

Through engaging five of the original Dance Moms girls (Kendall, Brooke, Paige, Chloe, and Kalani), Lifetime provided the level of talent that Maybelline was looking for. Talent posted self-shot videos using Maybelline products to create “get ready with me” looks inspired by their favorite performances. The content was posted on TikTok, Instagram & Facebook, tapping into the loyal Dance Moms fanbase on social.

 

The Dance Moms: The Reunion premiere party in NYC provided Maybelline with an opportunity for on-site branding, including a touch-up makeup station, bathroom mirror clings, and giftbags for influencers and press to enjoy.

 

Maybelline was the launch partner for the Dance Moms streaming hub across Lifetime apps with sponsored digital-exclusive playlists, a first-of-its-kind partnership for Lifetime. Additional branded playlists lived on Lifetime’s sites and YouTube channel.  

 

Maybelline had a strong presence on linear as well with branded lower-thirds and promos driving to the premiere of Dance Moms: The Reunion. The special opened with a branded curtain raiser.

 

This full 360, multiplatform approach was exactly the type of campaign Maybelline and audiences were looking for.

Results

The partnership delivered strong results across all platforms.

The campaign garnered over 12.6 million social impressions across Lifetime’s platforms, a 179% over delivery on original goal. Posts to talent’s pages brought in an additional 10.8 million impressions and posts from the premiere party an additional 3 million for a total of 26.6 million social impressions. The TikTok content saw an engagement rate 4.7x higher than the industry benchmark.

 

Total impressions for digital pre-roll ads were over 12 million, with a 20% over delivery of the guarantee and exceeded CTR benchmarks by 24x. The playlist campaign generated 5.6 million video views on YouTube and was in the top 5 most watched Lifetime playlists year to date.

 

The custom content generated interest and purchase consideration for Maybelline. In a campaign evaluation study, 74% of participants were likely to consider purchasing Maybelline, with 70% agreeing that Maybelline fits well with Lifetime’s Dance Moms.

 

On linear, the reunion premiere had over 1.5 million total impressions and ranked as the network’s top performance of the week across all female demos, doubling its lead-in among W25-64, tripling it among W25-54 and quadrupling it among W18-49.

 

The creative of the campaign was carefully crafted and continues to overdeliver for the client. As two legacy brands, we were able to break through the marketing noise in the make-up category with the multiplatform approach, combined with the right product and right content creators for the client.

Media

Entrant Company / Organization Name

A+E Networks

Link

Entry Credits