In this new video, L2 Head of Research Maureen Mullen discusses Cover Girl’s partnership with The Hunger Games. Cover Girl’s parent company Procter & Gamble recently said 35% of its advertising budget is spent on digital. Mullen said the conglomerate has been improving its capabilities across search, display advertising and e-commerce. An example of this digital strength was Cover Girl’s The Hunger Games campaign, which Mullen said was a truly integrated media effort. Cover Girl print and television ads drove traffic to digital channels, where the brand had a lot of content around how to build looks from the movie. Cover Girl also selected the right partner for the campaign. The Hunger Games had one of the most successful premiers, but producers had built momentum in digital channels and social media. Cover Girl leveraged that expertise.