JOB TO BE DONE
Use social and digital media avenues to educate the mass market on strobing. In terms of social content it was decided to use a popular and well respected beauty vlogger to promote the selected Rimmel London products
INSIGHTS THAT INSPIRED THE AUDIENCE
The foundation segment was being driven by growth in powders, concealers and contour kits, showing a trend toward a more sophisticated makeup routine. The target market consume Vlogs in huge proportions, and use these tutorials to educate on how to create popular and trend driven makeup looks
We engaged high profile beauty vlogger Lauren Curtis to collaborate with us on the campaign. Lauren was selected to drive campaign and product awareness plus to educate on how to use the products via her social channels. In addition, specific content produced by Lauren for the campaign was utilised within the brand’s paid Facebook campaigns. This included Lauren being the face of one of the campaign Facebook carousels.
This idea worked very well in terms of message reinforcement, plus also drove high levels of positive sentiment by the target consumer. The comments received on Lauren’s social posts were all extremely positive, with many followers already using the product or sharing that they were going out to buy it. In addition the total organic views of her YouTube video were exceptional and showed how loyal her YouTube subscriber base is. Lauren’s YouTube post has been viewed over 550,000 times (to date).