We created Maybelline’s “Makeup Like This” series as our unapologetic response to “I woke up like this.” During each episode, guest influencers join our host and queen of beauty transformation @NikkieTutorials to take on a surprise challenge -- embracing their love of makeup and its power to transform. The twist of pairing influencers together to each provide their unique interpretation of a trend, review products, and share their passion in an “edutainment” format, offered exclusive content fans could only get from Maybelline.

With no paid media, we relied on support from Maybelline owned channels, cross-promotion with talent, and organic search to drive viewership.

We needed influencers to help us build a following for the series and a strong host who embodied the spirit of “Makeup Like This.” We cast @NikkieTutorials, known for her amazing beauty transformations and over-the-top love of makeup. She also has an affinity for Maybelline. Guest star influencers were then selected based on contest submissions showing their own skills.

Season 1 aired in October 2017 with new episodes going live every Monday through February 2018, a cadence that gave fans a reason to come back each week. Season 2 is currently in production.

The idea clearly resonated with our target. Since launch, we saw 21% increase in channel subscribers, 632% increase in interactions, and 238% more time spent on the Maybelline YouTube channel.