Amidst a sea of rainbow palettes and clown makeup tutorials, Maybelline NY launched Master Camo palettes to simplify the technique with three easy steps. 

Social listening helped me group the audience into four segments — those completely unaware of color correcting, those aware but skeptical as to whether it actually works, those aware but overwhelmed with all the misinformation, and those already convinced. We were able to cater content to each of these segments driving awareness of the product launch, inspiring her with convincing transformations, educating her on how color correcting works, and teaching her how Maybelline’s Master Camo compact works to correct, cancel, and reveal her flawless complexion. 

Once content was planned, I oversaw creative to make sure we were using the correct language for the brand and the audience, representing all skin tones, and optimizing Pinterest content to compete with existing color correcting Pins.