JILLIAN DEMPSEY
FLYK Trick Mascara: Viral Product Launch
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 its risk: a patented dual mascara + liquid liner design -innovative, but unfamiliar enough to be intimidating.
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.
Owned social led with founder tutorials and makeup artist demos that made application feel simple.
Influencers shared everyday routines and first-try reactions, highlighting the product’s innovation and ease of use.
The launch event doubled as a live demo studio, capturing “How You FLYK” content at scale with MUAs and creators filming side-by-side.
The strongest demo formats were amplified through paid social and whitelisting, scaling what converted fastest.
THE RESULTS
FLYK Trick became a breakout launch, with multiple owned and earned demos going viral, garnering millions of organic views and fueling discovery on TikTok.
Within the first month, the product became the brand’s second best-selling product. Creator credibility and founder-led education moved product, not just impressions.
JILLIAN DEMPSEY FLYK TRICK MASCARA LAUNCH
Highlights
4.1x
ROAS
$13.4M+
EMV
104K+
Follower Growth
19.6M+
Views
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