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Il Makiage “Rules for Behaving at the Holiday Party” with Madelaine Petsch.

Madelaine Petsch is one of CW’s “Riverdale” stars and a social media power force on her own right. We teamed up with Madelaine to launch IL Makiage's Holy-Slay collection and decided to encourage our target to follow the proper rules of etiquette in this upcoming holiday season. Of course, in a very IL Makiage way.

The video organically reached two million views within 24 hours of the launch and a staggering 27% engagement, well above the usual 2% engagement that celebrities’ posts tend to achieve. The video it’s also her most viewed post in her entire Instagram channel, without any paid media behind it whatsoever.

As usual, the campaign soared in social media, bringing new sass to an already sassy AF campaign, with killer copy on captions, headlines and even new product names.
Click to enlarge.

Behind the scenes.

Creative Direction and Copywriting.

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