Dive Transient:
- Maybelline debuted a five-part microdrama collection as a part of a vacation marketing campaign selling the sweetness and beauty model’s On the spot Eraser Concealer, in line with a press launch.
- “Possibly This Christmas” stars Lacey Chabert and Dustin Milligan, the leads of the 2024 hit Netflix vacation movie “Sizzling Frosty,” as New York Metropolis neighbors whose budding romance takes on an uncommon twist. On the spot Eraser performs a serious function within the narrative, factoring into the duo’s first meet-cute.
- Developed with company Most Effort, “Possibly This Christmas” is operating throughout Fb, Instagram, YouTube and TikTok and also will debut on ReelShort, a platform devoted to short-form dramas, on Dec. 2. Maybelline can also be supporting the work with paid media throughout key vacation moments.
Dive Perception:
Maybelline is tapping into budding U.S. curiosity in microdramas — ultra-short, soapy video collection developed largely for cellular viewing — with a vacation advertising push behind On the spot Eraser Concealer.
Past the on-trend format, “Possibly This Christmas” reunites the co-stars of “Sizzling Frosty,” a Netflix vacation film from final yr that reinvents “Frosty the Snowman” as a rom-com, with Milligan portraying a snowman who turns right into a muscly love curiosity for Chabert’s lately widowed protagonist.
“Possibly This Christmas” shares the theme of transformation, with Chabert’s On the spot Eraser doing extra than simply touching up her face. The collection hints at potential darkish moments in her character’s previous, however ultimately reveals her deepest secret is that she magically turns into an inflatable Mrs. Claus garden decoration, successfully inverting the “Sizzling Frosty” narrative. On the spot Eraser elements into every chapter of the five-part story, weaving leisure and product advertising collectively.
“By naturally incorporating On the spot Eraser Concealer into the micro-drama collection, we’re capable of elevate a product that is been a real staple for our customers in a method that feels playful and creatively-driven,” stated Yasmin Dastmalchi, president of Maybelline U.S., in an announcement. “This venture displays how we proceed to evolve as a model — leaning into the enjoyment and spirit of the season whereas displaying up in moments that form tradition and deepen reference to our group.”
Maybelline is placing paid media behind the collection, with appearances throughout prime streaming stock throughout Peacock’s broadcast of the Thanksgiving Day Parade and on the Hallmark Channel’s vacation movie slate that includes Chabert. The actor has appeared in additional than 40 Hallmark movies so far. As well as, “Possibly This Christmas” is operating on ReelShort, a platform that launched in 2022 to capitalize on the short-form drama growth.
Different entrepreneurs have experimented with related ideas as extra funding shifts to social- and digital-first content material. For the 2023 vacation season, Walmart developed a 23-part rom-com referred to as “Add to Coronary heart,” and made lots of the items proven on display shoppable.
