Case Study: Tyra Banks launches Tyra Beauty with a bold social blackout campaign by Mortar Advertising

Tyra Banks launches Tyra Beauty with Mortar Advertising and sparks 292,165 likes

Tyra Banks, a well-known celebrity and entrepreneur, faced the challenge of launching her new beauty line, Tyra Beauty, without a large advertising budget. She partnered with Mortar Advertising to devise a cost-effective marketing strategy that would captivate her massive social media following.

Mortar Advertising's creative solution was a mysterious "blackout" campaign, where Tyra Banks's social media channels went silent, replaced by chic black squares for a week. This built intense anticipation among her followers. When the reveal came, the launch generated a significant social media response, including over 292,000 likes and 15,000 comments, successfully creating a major spotlight for the new brand.

Tyra Banks