RIMMEL: STEAL THE LOOK
Rimmel was gearing to launch the Steal the Look App in the US Market, a mobile phone app that used augmented reality technology to allow consumers to take photos of make-up looks, use the app to project the make-up look on their faces, and learn what Rimmel products could be used to achieve the look in real life.
The campaign I pitched lead us to winning the Rimmel business for the first time in 4 years. The agency approved the pitched campaign as packaged, without any revisions.
Rimmel's key consideration for this campaign was the sole usage of Influencers to drive awareness and demonstrate functionality of the app. We tapped two prominent and on-brand beauty Youtube Influencers to create a video tutorial on how to use the app and inspire her followers to experiment with their makeup looks, with the app and in real life.
Influencers appealed to their young audience via look suggestions based off trends and idols popular with young millennails.Each video feature prominent usage of the app and links to download the app.
According to a SheKnows and Research Narrative Influencer Study, we know that 55% of women turn to blogs first when it comes to learning about beauty content. It was important that we supplement the videos with blog content to continue to build relevance and desire for the app. We tapped 7 Beauty Influencers to write blog posts around the app, include more in-depth product details, and of course, link out to download the app.
Including social promotion was integral to this campaign because of the nature that most users access social media on their mobile apps, making downloading Steal the Look app relatively easy.
Instagram, with its visual platform and emphasize on beauty aesthetics, was an obvious channel to heavily promote. Participating Influencers demonstrated personal usage of the app and included links to download on their Instagram bio.
Facebook and Twitter were also utilized but in a more functional manner, focusing on driving app downloads.
We capped the campaign with a sweepstakes to further drive downloads. In order to win a prize package that included Rimmel products, sweepstakes entrants had to upload a photo of them using the app. The blogs and social content also promoted this sweepstakes.