Client: Maybelline | 2024 | Publication: Well+Good
I spearheaded the creative ideation and production for Well+Good's partnership with Maybelline to amplify Brave Together, Maybelline's mental-health initiative. To do so, we delved into the stories of two star Olympians, Tara Davis Woodhall and Colleen Quigley, to explore the connection between running and mental well-being.
This partnership was borne from a proactive talent-driven proposal I generated with WNBA star Angel Reese, which opened the door to secure this six-figure, athlete-focused campaign.
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The Results
Delivered 18.9M impressions (over-delivering by 2M+)
TikTok VCR was more than 6x over benchmark
TikTok VCR was more than 6x over benchmark
Nielsen brand study showed content outperformed control group for ALL brand attributes
77% agreed Maybelline is "an advocate for all women"
Top three descriptions used for the content were “authentic,” “interesting,” and "credible"
