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THE SOLUTION

Lifetime and Maybelline teamed up for a full 360 partnership around the release of the anticipated Dance Moms: The Reunion special. Partnership launched on digital, with sponsorship of Lifetime's Dance Moms hub and playlists of library content across site, app, and YouTube. Leading up to the reunion premiere, a custom social activation series and on-site launch party featuring talent teased tune-in to the reunion premiere. And when the reunion special aired on linear and digital platforms, Maybelline branded elements surrounded the program, putting the brand front and center in highly anticipated, culturally relevant programming.

Custom Influencer-Led TikTok Campaign

Featured Kalani, Brooke, Kendall, Chloe, and Paige from Dance Moms

Influencers created make-up looks using Maybelline products based on favorite past performances

Dance Moms: The Reunion Launch Event

Held at the Moxy Hotel Highlight Room

Maybelline branded makeup station for on-site glam

Maybelline branding lived throughout the space through signage, logo, and product giftbags

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Dance Moms Digital Sponsorship

Logo placement on streaming hub home screen tile driver (site + app), video player of sponsored content, and banner on streaming hub

Exclusive Content Branded Playlist on streaming hub, mylifetime.com, and YouTube (Lifetime + Dance Moms Channels)

Branded thematic playlists featuring library Dance Moms clips on streaming hub and mylifetime.com series page

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Multiplatform Dance Moms: The Reunion Sponsorship

Tune-in drivers, lower thirds, and curtain raisers surrounded The Reunion on linear

Branded homepage tile (site + app) driving to watched the reunion special and branded The Reunion event banner on Streaming Hub

Logo placement on video player for The Reunion on and off-domain

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