Maybelline New York’s bold and playful "Teddy Takeover" campaign sparked excitement nationwide with the reveal that singer Jojo Siwa is actually the person behind the Teddy mask.
The campaign, developed with creative agency adam&eveDDB, included engaging teaser posts, influencer collaborations, and behind-the-scenes content that kept Maybelline fans hooked.
Daily clues on @maybelline’s Instagram led followers to surprise pop-ups at iconic New York City locations.
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The campaign reached its peak with a national morning show reveal, where Siwa unmasked herself to the delight of fans.
On top of this, beauty lovers embarked on a thrilling citywide hunt to uncover hidden takeovers and claim exclusive samples of the newly launched Super Stay Teddy Tint.
The excitement surrounding the "Teddy Takeover" continues as beauty lovers share their favorite moments using #TeddyTakeover on social media.
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Danielle Margolis, assistant VP of marketing at Maybelline, shared the campaign’s success in a statement:
“The Teddy Takeover brought joy, playfulness, and adventure to the beauty community. Seeing the excitement build across social media and in person was incredible.
JoJo Siwa was the perfect Teddy, bringing her signature energy and charisma to the campaign. We were thrilled with the overwhelming response.”
The campaign’s success highlights how blending playful elements with influential personalities can create authentic connections with younger audiences, driving both social engagement and brand loyalty.
The Power of Experiential Marketing in Beauty Campaigns
Experiential marketing continues to be a powerful tool for driving brand engagement and product excitement.
Maybelline’s "Teddy Takeover" connected with consumers through digital interaction and real-world activations, creating a memorable brand experience.
The campaign’s success highlights the impact of interactive and influencer-driven strategies in the beauty industry.
Creative, immersive campaigns show how beauty marketing continues to evolve, turning brand interactions into engaging, shareable experiences that resonate with modern consumers.
Meanwhile, Meghan Trainor and e.l.f. Cosmetics have joined forces to launch Cloud Skin, a high-flying campaign spotlighting the Halo Glow Powder Filter and the rising soft matte makeup trend.
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