Maybelline Colossal Kajal

Objective

Maybelline introduced Merve Boluğur, a Turkish actress, as the brand's first Turkish ambassador to promote the Colossal Kajal—a waterproof eyeliner designed to last up to 12 hours. The campaign leveraged the tagline 'Use the power of your gaze' to position the product as a bold, empowering beauty statement targeted at the Turkish market.

Solution

Wanda Digital created an interactive HTML5 word-guessing game where players watched video clips of Merve Boluğur describing words and attempted to guess them correctly. As players solved each word, their answers assembled into brand-related messaging, combining entertainment with product promotion. The experience was hosted at a dedicated microsite (colossalkajal.maybelline.com.tr) and designed to create shareable moments that merged gameplay with celebrity-driven marketing.

Results

Not published.