Milani: #ToYouandBeyond
Creating a 250% uplift in brand revenue for Milani Cosmetics with the launch of their best-selling Anti-Gravity mascara
The Brief
Cult was asked to drive a smart, social-first campaign celebrating the launch of its new Anti-Gravity Mascara, and showcase- with a diverse cast of Milani Maker talent- that this mascara gives you truly out-of-this-world lashes.
What we did
To bring the campaign to life, we worked with an inclusive cast of talent, who engaged Milani Makers across the globe through disruptive social content and innovative AR filters- all to spread Milani's #ToYouandBeyond core messaging: celebrating the language of our eyes and individuality.
Testimonial
"Our new mascara is already reaching new heights in terms of sales performance along with close to 700 consumer reviews and great social content! This is truly alaunch of firsts for us here at Milani." - Jeremy Lowenstein, Milani CMO
+132%
sales increase at Target, in just one week of creator content being live
+250%
uplift in brand revenue vs the previous period
7M
views across all TikTok content