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Success Stories

Maybelline

20,173

story entries

34M+

total impressions

67.8K+

reads on contest prompt

Wattpad and Maybelline teamed up to drive awareness of Maybelline’s #BraveTogether initiative by offering Wattpadders a unique writing opportunity. The community banded together to break the stigma around anxiety, depression, and mental health, while we encouraged brand trust and consideration for Maybelline with Gen Z and Millennials.

Copy of Maybelline

Challenge

To celebrate Mental Health Awareness month, we launched the #BraveTogether write-a-thon and asked our community members aged 16+ to share their stories on mental health with the aim of building brand trust and affinity for Maybelline.

 

What we did

  • Encouraged the community to share meaningful, personal stories about mental health by engaging in the #BraveTogether write-a-thon on Wattpad’s @Maybelline profile.

  • Launched a custom hub, containing top-to-bottom Maybelline branding, where users could find write-a-thon updates, share comments and interact with other users about the #BraveTogether initiative. The hub gave the community a platform to connect, support, and lift each other up through these stories and shared experiences.

  • Implemented and executed a robust media plan surrounding the #BraveTogether initiative for Mental Health Awareness Month that included custom display and video units on mobile and web.

  • Enlisted Wattpad influencers Sky Chase (@unfortunatelysky), Meghan Joyce Tozer (@emilylindin), Taylor (@moonraess), and Raven Traylor (@RSTraylor) to participate in the write-a-thon and inspire readers to get involved in the discussion.

  • Triggered a $1 donation (with a goal of up to $10K) to Crisis Text Line, a global not-for-profit organization providing confidential crisis intervention via SMS messages, with every story tagged #BraveTogether.

  • Kicked off our first ever branded #WattpadSpeaks event on Youtube focused on creativity, compassion, and community. We invited Wattpad Stars Jo Watson (@JoWatson_101), Sky Chase (@unfortunatelysky), and Rachel Meinke (@knightsrachel) to take part in an authentic and intimate conversation around mental health, creativity, and community.

 

Results

The #BraveTogether Write-a-thon resulted in 20,173 entries and received overwhelmingly positive audience sentiment!

  • In total, all media drove over 34M impressions! This engagement reflects a high-interest in the cause across the Wattpad community.

  • We turned the winning story into a mixed media 60-second short film!

  • The campaign accumulated more than 67,800 reads on the contest prompt.

  • The promotion of the #WattpadSpeaks event saw 7.1M impressions, 86K clicks, and 21K likes, comments, and shares across our social media channels.

  • The campaign drove significant lifts for Brand Consideration, Recommendation, and Favorability, with very positive audience sentiment.

  • The branded @Maybelline profile on Wattpad gained over 3K+ dedicated followers.

  • The campaign received media attention from Global Cosmetic Magazine, among others.

  • We hit our goal and donated $10K to the Crisis Text Line, making a tangible impact on boosting mental health awareness and accessibility in times of crisis.

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