Case Study: Maybelline New York boosts consumer engagement with Rapt Media

Maybelline New York - Customer Case Study

Maybelline New York worked with Rapt Media and creative agency ICED Media to launch its Big Eyes Mascara line through an interactive video experience. The company wanted to move beyond standard tutorial videos and create a global product launch that could educate consumers, engage a mobile-heavy audience, and let viewers choose how the experience unfolded.

Rapt Media’s interactive video platform was used to build “#TheGlamourEye,” a step-by-step tutorial featuring fashion blogger Kelly Framel and four different looks. The localized video included links to featured products on Maybelline.com and delivered more than 6 million earned impressions, a click-through rate 14x higher than the industry average, brand engagement above 5 minutes per interaction, and an average of 3 video interactions per viewer.

Maybelline New York