Maybelline New York鈥檚 bold and playful 'Teddy Takeover' campaign, developed in partnership with creative agency adam&eveDDB, captivated beauty lovers across the nation. Fans embarked on a thrilling citywide hunt to discover the hidden takeovers and secure exclusive samples of the newly launched Super Stay Teddy Tint.
鈥淭he Teddy Takeover brought joy, playfulness, and adventure to the beauty community. Seeing the excitement build across social media and in person was incredible,鈥 said Danielle Margolis, assistant vice president of marketing at Maybelline. 鈥淛oJo Siwa was the perfect Teddy, bringing her signature energy and charisma to the campaign. We were thrilled with the overwhelming response.鈥
Through engaging teaser posts, influencer collaborations, and exclusive behind-the-scenes content, Maybelline connected with its audience. Fans eagerly followed daily clues on @maybelline鈥檚 Instagram, leading them to surprise pop-ups at iconic New York City locations. The campaign reached its climax with the highly anticipated national morning show reveal, where JoJo unveiled her identity to the delight of fans.
Jo Cresswell, creative director at adam&eveDDB West, highlighted the campaign鈥檚 significance: 鈥淲ith 鈥楾eddy Takeover,鈥 we transformed Valentine鈥檚 Day from a day of expectations into an interactive journey of surprise and delight. Seeing so many people engage with the experience - and the incredible reaction to JoJo Siwa鈥檚 reveal - demonstrated that beauty marketing can be just as fun and unexpected as the products themselves.鈥
The Teddy Takeover generated excitement, and the enthusiasm for Maybelline鈥檚 Super Stay Teddy Tint continues. Fans can share their favourite moments by following @maybelline and using #TeddyTakeover.