Maybelline Promo, Case study RUSSIAN GIRLS TAKE OVER NEW YORK by Hungry Boys Moscow

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RUSSIAN GIRLS TAKE OVER NEW YORK

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Industry Cosmetics & beauty products, Makeup
Media Promo & PR, Case study
Market Russia
Agency Hungry Boys Moscow
Copywriter Natalia Vargulyeva
Designer Ilya Shakirov
Released April 2012

Credits & Description

Category: Best Consumer Engagement
Advertiser: L’OREAL / MAYBELLINE NY
Product/Service: FALSIES VOLUM' EXPRESS MASCARA
Agency: HUNGRY BOYS
Chief Creative Officer: Vlad Sitnikov (Hungry Boys)
Creator: Konstantin Kupriyanov (Hungry Boys)
Creator: Alexey Fedorov (Hungry Boys)
Creative Production Officer: Alexey Nikolaev (Hungry Boys)
Designer: Ilya Shakirov (Hungry Boys)
Motion-Designer: Max Malakhov (Hungry Boys)
Chief Software Developer: Anton Perepelitsyn (Hungry Boys)
Flash: Dmitry Potekhin (Hungry Boys)
Account-Manager: Mariya Barabanova (Hungry Boys)
Copywriter: Natalia Vargulyeva (Hungry Boys)
Project Coordinator: Irina Sheveleva (Hungry Boys)
Publice Relations: Arina Svetlitsa (Hungry Boys)
Publice Relations: Olga Kliueva (Hungry Boys)
Media placement: Internet - Social Media App - 2 April 2012
Media placement: Outdoor Advertising - Digital-Billboard On Times Square - 2 April 2012
Media placement: Internet - Official Site Of The Project - 2 April 2012
Media placement: Internet - Online Media - 2 April 2012

Insights, Strategy & the Idea
Since early childhood every girl dreams of becoming famous and going to New York - The City of Dreams. But can she win New York with one sweep of eyelashes?



Maybelline NY erases the borders between U.S. and Russia and launches a truly transcontinental project. Now, every girl can change her destiny: appear in The Centre of the Universe – Times Square, and win a trip to New York, the city of her dreams!

Creative Execution
The mechanics is really simple. Girls submit their photos with a webcam through a dedicated Facebook app and an app in top popular local Russian social network Vkontakte.

After moderation they appear on a billboard in Times Square. New Yorkers vote for the girls they see on the billboard, and the winner gets a trip to NY.


The campaign launch was celebrated by a Times Square takeover event synced with the press event in Russia. Journalists were previously photographed by an ‘agent-photographer’ sent by the brand, and could see themselves Live in Times Square among other contestants (of course, out of competition). New Yorkers were encouraged to vote for contestants by street teams equipped with iPads.

This generated a wave of PR and buzz, and the campaign took off in social media and the web.

The girl who won the campaign, turned out to have a fiancé in New York.

Results and Effectiveness
- 65 000 unique visitors of the project website
- 11 000 installs of the apps
- 2567 contestants
- 145 188 votes
- Total Reach (blogposts, buzz in online communities, online media (PR) in Russia and around the world, targeted ads on Facebook and Vkontakte) – more than 18 million users.