When we started this project, we were told essentially two things — Miley Cyrus is joining the Maybelline family and she's doing something with the iconic jingle. When we heard what she delivered, and realized it had been living rent free in our heads, on repeat, we knew it was going to be big.
We wanted to light up as much social currency as possible, so we engineered a phased approach to make Maybelline and Miley the biggest announcement in the brand's history.
Doing a little deep diving, our team discovered that Maybe It's Maybelline is the #2 most mentioned jingle or tagline across all of social media, just behind Nike'ss iconic Just Do It.
It was everywhere we looked. And I mean everywhere. In memes, in TV, even used for promotion by Apple. We even found a user on X who goes by the name Maybe It's Maybelline.
Maybe It's Maybelline is posted every 15 seconds in some form, organically. Brands would kill for this kind of recall (84% in fact). We knew we needed to do something with it, so we laid the groundwork for something big we knew was on the way.
Maybe she’s born with it. Maybe I’m with My ex. was a viral trend that started in 2024. With our social stoking of the Maybelline jingle, we were on standby to activate. Our community engagement had been dropping breadcrumbs all over socia. Lo and behold this trend resurfaced.
In NY, Miami and LA, we began to tease a big announcement — lighting up owned channels with teaser assets and driving to a teaser page where a countdown clock started to draw excitement. The audience was hooked. Speculation grew.
The Miley fan accounts caught wind and every Miley fan on the planet began to chime in. “Mother is coming.” They were counting down with us, spreading the word far and wide. We kept dropping content and they exploded it across every realm of social.
Our number one goal at the beginning of this project was to have the word “maybe” forever be followed up with “it's Maybelline” every time it is said.
In September, Maybe It's Maybelline reached the highest mentions in the brands history. Miley's Maybe It's jingle received more plays and views than 2 of Miley's own tracks from her latest album, combined.
It was so sought after, the song was requested to be uploaded to Spotify by fans around the world and is currently residing at 1.5M plays.
Maybe It's Maybelline Miley became the largest brand spokes announcement in Maybelline's History.
Mission accomplished.
This campaign was so successful, Maybe It's Maybelline became an icon shade, used by Miley herself for the release of the new Serum Lipstick.
Giant kuddos go the Maybelline US and DMI teams, the L'Agency Team and all the partners involved in making this a truly iconic moment in Maybelline and L'Oreal history.
