JILLIAN DEMPSEY
FLYK Trick Mascara Product Launch
Social Media + Influencer + Public Relations + Affiliate Marketing + Paid Social
OGAKI drove sales and buzz for an innovative new product launch — the FLYK Trick Mascara — with viral TikTok content and a strategic 360-degree marketing approach. The product became the brand’s second best selling sku within one month of launch.
By
The Numbers
4.1x
ROI from Paid Media
Utilizing Influencer Content
$4.2M+
EMV from Organic
Influencer Efforts
104K+
Follower Growth
4B+
Media Impressions
The Challenge
Renowned celebrity makeup artist Jillian Dempsey’s eponymous clean beauty line is available DTC and at prestige retailers including Neiman Marcus, Goop, and Violet Grey. As part of our ongoing work with the brand, we set out to introduce Jillian’s new FLYK Trick Mascara — an innovative dual mascara and liquid eyeliner product that took six years to create. The brand new product had no awareness in the market, and was launching in a competitive mascara space. And with a never-before-seen patented design, the FLYK Trick Mascara required strong education, quickly and easily explaining to consumers how and why to use an unfamiliar — and to some, intimidating — product.
JILLIAN DEMPSEY FLYK TRICK MASCARA PRODUCT LAUNCH
THE SOLUTION
OGAKI utilized the power of social media, influencers, makeup artists, beauty publications, and Jillian herself to quickly build interest and education around the FLYK Trick Mascara. We created messaging that leaned into the innovation of the patented design, featured pro tips & tricks to highlight the product’s many use cases (tightlining, boosting lower lashes, cat eyes, and more), and encouraged application videos to show “how you FLYK." Through founder tutorials, product mailers, content creator videos (that were used in paid media), and an exclusive event (that also served as a content creation shoot), we made sure the FLYK Trick Mascara showed up in all the right places.
THE RESULTS
The FLYK Trick Mascara launch was a huge success, becoming the brand’s second best-selling product within the first month of launch. The product went viral on TikTok both with organic brand content — which garnered over 670K views — and with organic influencer content — like Sarah Wolak’s video that garnered over 5M views. FLYK Trick Mascara also received strong recognition from over 30 key publications, winning beauty awards for Most Innovative Product from both Harper’s Bazaar and Glamour.
JILLIAN DEMPSEY FLYK TRICK MASCARA PRODUCT LAUNCH
Highlights
4.1x
ROI from Paid Media
Utilizing Influencer Content
$4.2M+
EMV from Organic
Influencer Efforts
104K+
Follower Growth
4B+
Media Impressions
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