In partnership with adam&eveDDB, Maybelline disguised JoJo Siwa as a teddy bear for a week-long, New York scavenger hunt, where she handed out the latest product, the “Super Stay Teddy Tint” lip product, at surprise pop-ups around the city! Clues were shared on Maybelline’s socials, keeping fans on the edge of their seats until ‘Teddy’ was unmasked live on Good Morning America.

Jo Cresswell, Creative Director at adam&eveDDB West, highlighted the campaign’s significance: “With ‘Teddy Takeover,’ we transformed Valentine’s 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’s reveal – demonstrated that beauty marketing can be just as fun and unexpected as the products themselves.”

The bold and playful campaign shows how Maybelline is mixing influencer magic and viral engagement with brand marketing.

Read more in Little Black Book here.