duties: Concept/Strategy + Creative Direction + Copy
In any given year, Maybelline is shoots between 15-20 spots to support its many products in over 40 countries. Globally, we had no depository for the cool behind the scenes content that allowed our fans to keep up with the brand. With that, my team and I launched the brand's global Instagram account (link in here) which organically (ie. no paid media) great to have over 6K followers within 4 months of launching thanks strategic hashtaging strategies and the support of our model celebrities, influential shooters and vanity talent. To date, the channel is rarely supported with media and has still managed to amass over 15K followers and is growing steadily.