Maybelline Turn Up the Volume

July 24th, 2015

Maybelline New York Nordic came to us with a brief to help create a big splash for their bestselling mascara series; the Colossal range. They wanted to increase product awareness and educate the audience about the different types of Colossal mascaras, as each mascara is different and can be used to create a unique look.  

Our idea was to create an interactive experience that would inspire women to create their own dramatic and cool looks. We called the campaign ‘Turn Up the Volume’. 

This campaign encourages the users to dare to be themselves and, quite literally, turn up the volume on a custom app, built and designed in-house by the Mindjumpers tech and interactive team. The ‘Turn Up the Volume’ app reveals a range of different looks, each created with a different Maybelline New York Colossal mascara. The app also includes a fun and easy-to-follow video tutorial on how to create each dramatic look.

The campaign was created as an integrated page on the Maybelline New York blog, but the main design and the ‘Turn Up the Volume’ visual elements were used in all of Maybelline New York’s POS materials in the Nordics.

You can experience the Danish campaign here, but as this campaign is activated across all Nordic countries it is also live on .SE, .FI, and .NO.

Mindjumpers and Maybelline New York Nordic have a great history of working together. In 2014, we were hired as their social media management agency and have been handling their always-on content for Facebook and Instagram ever since.

We have previously helped develop their digital content strategy, including the creation of the Maybelline New York Nordic blog, which we have continuously contributed to by creating rich and engaging content.

If you would like to hear more about how we work with Maybelline New York and local social activation, please feel free to contact Business Director Frida Kristensson –