The Story

Justin Bieber has some of the most fanatic followers on the planet who will do just about anything to get just about anything related to him. As the official sponsor of his Believe tour, Essence Cosmetics wanted to do something big. Really big. So we helped them create a contest to meet Justin. All fans had to do was submit a 30 second video for a chance to win a trip to New York City to see his concert and meet their idol. Our platform collected the tremendous volume of videos – many of which had clearly been created with lots of love and care – and continuously optimized for the video with the most engagement.