Universal Music Group and Brands

Core disciplines: Brand Activation, Branded content, Integrated marketing





MAKE UP FOR EVER needed to bring the brand’s music and entertainment strategy to the next level by collaborating with a global artist who embodied the brand’s core values: artistic, exuberant, professional and educational.


We teamed them up with Jessie J for a year-long global collaboration under the hashtag #IAMANARTIST. The campaign kicked off with the release of an original track and music video derived from Can’t Take My Eyes Off You, which set the stage for Jessie’s transformations: five different styles from Jessie's career brought together in one video. The collaboration continued on social media, at publicity events and through content influencers.


  • 2.3 million views of the music video for Can’t Take My Eyes Off You

  • +10.3 million views of YouTube tutorials with NikkieTutorials and PatrickStarrr

  • +436 million impressions across all platforms for the #IAMANARTIST Grammy Weekend

  • #IAMANARTIST is MUFE’s best-ever campaign

0Shares  Twitter   LinkedIn   Facebook   Google+   Send to a friend 
Interact with Universal Music Group and Brands