MAYBELLINE NEW YORK: Hitting 2.5 million views by building FALSIEVERSE with Augmented Reality

Enter the FALSIEVERSE, where digital meets reality and lashes reach surreal heights. I teamed up with Maybelline New York to launch their Falsies Surreal Mascara, creating a buzzworthy hybrid experience that captivated on-trend Millennials across the Benelux. The result? Over 2.5 million views and a mascara moment to remember.

THE GOAL

Maybelline tasked us with creating awareness for their latest innovation—the Falsies Surreal Mascara—among Millennials (25-35 years) with an eye for trends and a love for immersive digital experiences. The mission? To craft a campaign that merges the digital and physical worlds, elevating their product launch to a whole new dimension.

THE CONCEPT

Why settle for a campaign when you can build an entire world? Enter the FALSIEVERSE, a virtual New York City-inspired universe starring Gigi Hadid and her virtual avatar MayMay, as the faces of the campaign.

At the heart of the experience was a cutting-edge Augmented Reality (AR) filter. Which wasn’t just a pretty digital face, it was a virtual mascara try-on, giving users the chance to see the Falsies Surreal effect on their lashes in real-time, set against the glitz & glam of the FALSIEVERSE.

THE ACTIVATION

The magic didn’t stop online. To make the campaign unforgettable, we hosted an activation during L’Oréal’s exclusive event. Guests were invited to step into the FALSIEVERSE by scanning a cute, custom QR code with lashes that opened the AR filter right on their phones. The result? Instant engagement and a seamless blend of virtual and real-life experiences that brought the product to life in unexpected ways.

THE IMPACT

Our campaign over-delivered:

• TikTok views: Over 1.6 million
• Instagram views: Over 525,000
• Total reach: 2.5 million+ views and counting

The FALSIEVERSE captured the attention of a trend-savvy audience, generating buzz, boosting brand awareness, and leaving a lasting impression.

THE SECRET?

I love love love to go further than thinking outside the box, I love to build new worlds and experiences that connect. The FALSIEVERSE is proof that blending creativity, technology & strategy delivers powerful results. From social media activations to in-person experiences, I ensure your brand is seen, heard, unforgettable & iconic.

Want to bring your brand into the future? Let’s create a campaign that’s out of this world.

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Een bericht gedeeld door Linsey ‘Mouse’ Sijmons 🐭🖱️(he)art director & brand designer 🩷 (@linseysijmons)