Role: Creative Strategy, Social Strategy, Influencer Strategy, Creative Direction, Brand Strategy

Ask: Amplify Maybelline’s new Colossal Bubble Mascara with a social-first campaign that would drive mass awareness, buzz, and sales.

Opportunity:‍ ‍BonBon was designed to be craved. Instead of simply making Gen Z crave the product, we saw an opportunity to show how BonBon could make you the craving.

Approach: We reimagined Cinderella for the social era, replacing the glass slipper with something far more intimate: a scent you can’t forget.

Actor and creator Jack Innanen became our modern-day prince after a fleeting encounter with a mysterious woman whose fragrance stayed with him long after she disappeared. With no name and no way to find her, he turned to the internet for help. Soon, audiences, creators, and FragranceTok were all searching for the woman they dubbed “Snack Girl” and trying to crack the scent that made her unforgettable.

Then came the twist: there was no single fragrance to find. Snack Girl’s scent was a layered combination of BonBon. The product’s key differentiator had been hiding inside the mystery all along.

We scaled the reveal through fragrance, food, beauty, and lifestyle creators, then put BonBon directly into culture with 1,400 creator seeding kits, turning a modern fairytale into mass product discovery at Ulta.

Results:

• 62.5M views + 1M engagements across paid and organic content

• 65.6% organic post rate from 1,400 seeded creators

• #1 Luxe SKU at Ulta

• +114% V&R Female unit growth vs. +20% for Luxe

• 81.2% positive consumer sentiment