To target teenage girls while highlighting the benefits of Lash Accelerator Endless Mascara, we wanted to speak to our audience the same way they were already speaking to each other—with funny, shareable internet humor full of hash tags.

Following the trend of #FirstWorldProblems, we created #LongLashProblems to exaggerate the “side effects” of using Rimmel London’s new Lash Accelerator Endless Mascara. Tumblr served as our single destination for all things Lash Accelerator Endless Mascara—product info, reviews, memes, beauty tips, and more.

Unfortunately the budget for this project was cut completely once we went into production, eliminating our media buy, weekly giveaways, and contest to have girls tweet their own #LongLashProblems to be featured in a meme and win free product. But our passion for the idea pushed us on, as we created and shared content on our own time.