JILLIAN DEMPSEY
FLYK Trick Mascara: A Viral Launch Built on Product Education
Product Launch + Social Media + Influencer Marketing + Paid Social + Creator Content
OGAKI partnered with Jillian Dempsey Beauty to launch FLYK Trick Mascara, turning a patented innovation into social-first education and creator storytelling. The campaign led to the product becoming the brand’s second best-selling product within one month.
By
The Numbers
4.1x
ROAS
$13.4M+
EMV
104K+
Follower Growth
19.6M+
Views
The Challenge
FLYK Trick entered a saturated mascara category where attention is expensive and breakthrough is hard to earn. Its advantage was also the risk: a patented dual mascara + liquid liner design - innovative, but unfamiliar enough to feel intimidating at first glance.
The launch needed to make the product feel effortless on social, credible in the hands of creators, and compelling enough to drive immediate purchase - not just views.
JILLIAN DEMPSEY FLYK TRICK LAUNCH
THE SOLUTION
We made education the content - so the demo became the story.
Developed the "How You FLYK" social campaign: one tool, many looks - designed to make the innovation instantly understandable
Led owned social with founder tutorials and makeup artist demos that simplified application
Activated creators to share everyday routines and first-try reactions, highlighting both ease and performance
Turned the launch event into a live demo studio, capturing “How You FLYK” content at scale with creators and MUAs filming side-by-side
Scaled the strongest demo formats through paid amplification and whitelisting, prioritizing what converted fastest
THE RESULTS
FLYK Trick launched with breakout momentum, with multiple owned and earned demos going viral - generating millions of organic views and fueling discovery on TikTok.
Within the first month, the product became the brand’s second best-selling product. Founder-led education and creator credibility moved product, not just impressions.
JILLIAN DEMPSEY FLYK TRICK LAUNCH
Highlights
4.1x
ROAS
$13.4M+
EMV
104K+
Follower Growth
19.6M+
Views
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