Situation YMC and Maybelline partnered to bring the "On The Way" mobile tour to life, visiting college campuses across the country, BeautyCon NYC + LA, and a brand influencer event in the Hamptons. The tour brought the energy of New York City to campus and provided consumers with an opportunity to sample products, explore new looks, and flaunt their own creativity.
Solution
Create product sampling opportunities highlighting diversity + shade inclusivity
Develop branded photo opportunities to drive content creation
Capture attendee contact info in real-time via a tour-specific microsite
Results
1800
Average student attendance per stop
23K+
Product samples distributed
500+
Target (retail) coupons redeemed
