80% reduction in production time

The Business Challenge

Maybelline wanted to produce more reactive, culturally relevant content that allowed them to join real-time social conversations. The brand had struggled to find a partner who could both interpret social data and activate quickly enough to matter. By the time trends were spotted, they were often too late to join authentically.

The challenge was twofold: speed and authenticity. Maybelline needed the right creators and content that felt native to TikTok and Instagram. Success meant more than reach. Maybelline wanted proof that their brand was part of the cultural conversation, measured by how audiences responded and engaged with the content in real time.
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The Insight

Maybelline turned to Fabulate for access to data on 300 million unique creator profiles and AI analysis technology. This enabled them to identify trends early and scale creator-led activations at the speed of culture.

The opportunity was clear. Trend-led creator content drives results. TikTok research shows influencer content that leverages a trend is 1.5 times more likely to hook users, with 64% of users making purchases because something was trending. Trends are also discovery engines, with 43% of consumers making purchasing decisions after seeing a trend.
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The Execution

Fabulate partnered Maybelline with 25 creators to deliver content across 21 cultural trends. The process was designed to be fast and iterative, with content moving from trend identification to live publishing within 72 hours.

Creators were not only briefed to produce content but also encouraged to surface emerging trends themselves, which accelerated the process even further. This collaborative loop between creators, Fabulate’s technology, and Maybelline’s brand guidelines ensured the content was authentic, timely, and on-brand.

In total, the campaign delivered:

• 25 creators
• 21 trends activated
  
• 123 posts across TikTok and Instagram
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The Results

The campaign made a measurable impact:

• 20M+ video views
  
• 2% average engagement rate
  
• 4.6K destination clicks
  
• 2,122% increase in engagement rate compared with benchmarks
  
• Trend identification to publishing in just 72 hours
  
  

This demonstrated that reactive, creator-led content can deliver tangible business results when supported by the right technology and strategy.

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Client Endorsement

“Our partnership on the Maybelline project showcased Fabulate’s sophisticated tech and a streamlined process that allowed us to identify and act on trends with speed and precision. The ability to scale these initiatives quickly made a significant impact on the campaign's success. The project has driven significant business results for us and this project has set the benchmark for all influencer content moving forward.”

— Alana Pozzebon, Head of Media and Advocacy, L’Oréal