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Social + Digital Partnership
QUICK NAVIGATION
THE SOLUTIONCAMPAIGN CREATIVECAMPAIGN RESULTS
PARTNERSHIP GOALS
REACH AUDIENCES WITH ORIGINAL, INFLUENCER-BASED CONTENT
INCREASE MAYBELLINE BRAND AND PRODUCT AWARENESS
ALIGN MAYBELLINE WITH CULTURALLY RELEVANT CONTENT

THE SOLUTION

Lifetime and Maybelline teamed up for a full 360 partnership around the release of the anticipated Dance Moms: The Reunion special. Partnership launched on digital, with sponsorship of Lifetime's Dance Moms hub and playlists of library content across site, app and YouTube. Leading up to the reunion premiere, a custom social activation series and on-site launch party featuring talent teased tune-in to the reunion premiere. And when the reunion special aired on linear and digital platforms, Maybelline- branded elements surrounded the program, putting the brand front and center in highly anticipated, culturally relevant programming.

Custom Influencer-Led TikTok Campaign

Featured Kalani, Brooke, Kendall, Chloe and Paige from Dance Moms

Influencers created makeup looks using Maybelline products based on favorite past performances

Dance Moms: The Reunion Launch Event

Held at the Moxy Hotel Highlight Room

Maybelline-branded makeup station for on-site glam

Maybelline branding lived throughout the space through signage, logo and product gift bags

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Dance Moms Digital Sponsorship

Logo placement on streaming hub home screen tile driver (site + app), video player of sponsored content, and banner on streaming hub

Exclusive Content Branded Playlist on streaming hub, mylifetime.com and YouTube (Lifetime + Dance Moms channels)

Branded thematic playlists featuring library Dance Moms clips on streaming hub and mylifetime.com series page

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Multiplatform Dance Moms: The Reunion Sponsorship

Tune-in drivers, lower thirds, and curtain raisers surrounded The Reunion on linear

Branded homepage tile (site + app) driving to watched the reunion special and branded The Reunion event banner on streaming hub

Logo placement on video player for The Reunion on- and off-domain​

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CAMPAIGN CREATIVE

Brooke x Maybelline TikTok Video

Chloe x Maybelline TikTok Video

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Paige x Maybelline TikTok Video

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Dance Moms x Maybelline Launch Party Social Recap

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CAMPAIGN RESULTS

Total Social Impressions

26.6M

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Campaign overdelivered on social impressions by

179%

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TikTok Engagement Rate

4.7x

higher than industry benchmark

THE RIGHT MESSAGE IN THE RIGHT ENVIRONMENT
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Likely to consider purchasing Maybelline

74%

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Lifetime is a good place to reach people like me

73%

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Maybelline fits well with Lifetime’s Dance Moms

70%

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Sponsored pre-roll ads exceeded CTR benchmarks by

24x

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Source For Social All Factoids Above: ListenFirst, Meta Business Manager, TikTok Analytics, Benchmarks Hootsuite June 2024 Retail. Source For Digital Ads: Freewheel Analytics Source: Lifetime Loyals Panel Survey 5/16/24 – 5/28/24. Base: A18+ Lifetime viewers who shopped for cosmetics in the last year (n=216). Survey responses captured following exposure to content. All values reflect top 2 box results (strongly/somewhat agree, very interested/somewhat interested or very/somewhat likely).