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Starburst and Maybelline partnered to launch the Maybelline Lifter Gloss Candy Drop Collection at Target, tapping into trend-seeking beauty shoppers who love indulgence. The goal? Get shoppers to add one more unit of Starburst to their carts by driving awareness and conversion through a cross-category campaign. To turn inspiration into purchase, the brands needed to ensure the campaign message carried through every touchpoint.
We implemented a comprehensive, full-funnel marketing campaign that leveraged a strategic mix of digital channels, including digital shelf, retail media, paid search, social media marketing and influencer partnerships. This multifaceted approach was designed to maximize both paid and earned impressions, ensuring broad reach and engagement across the target audience.
A key component of the campaign was the development of tailored content to the brand and the target audience. This content was strategically deployed across all campaign channels, including product detail pages (PDPs) and a dedicated cross-category collection page. This helped to create a cohesive and consistent brand experience that guided consumers through the purchase funnel.
More shoppers discovered the products as organic search visibility increased by 8%. Share of voice on Page 1 grew by 1.8% which helped the brands capture more high-intent traffic in competitive search results. The campaign experienced an 8.2% lift in incremental unit sales demonstrating a significant boost in sales performance. When PDPs are optimized as part of a holistic strategy, brands can turn awareness into revenue growth.
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