Rimmel London wanted to unleash 'lash mania' for the launch of its Scandaleyes Retro Glam Mascara. The aim was to encourage young, trendy women, defined as the 'Playful Maven', to understand that only Rimmel can give her the dramatic look she is going for. With limited budget and low awareness we needed to spark interest and generate buzz by getting her to engage with Rimmel and be inspired by the retro look.
We put Tumblr at the center of our integrated campaign because of its relevance to our target and visual aptitude. 'Modcasts' became the go-to source for everything retro, with each 'episode' featuring a customized, interactive experience that included make-up tutorials, trends and rocking vintage playlists. Through strategic use of tagging we tapped into current fashion and beauty trends to ensure our content was seen.
Over the 6-week period we organically attracted over 200K visitors to Rimmel's Tumblr who skimmed for 2+ minutes on average. We gained 13K+ followers, received over 2.7MM engagements and 16k reblogs – 18X the Tumblr average for reblogs of content.
Rimmel London needed to leverage a breakthrough concept that would intertwine the brand's London roots with the popular retro trend. The brand was targeting "Playful Mavens", young, trendy women, to get them to understand that only Rimmel can give her the dramatic look she is going for.
We needed to create a platform that would bond brand and consumer by empowering the 'Playful Maven' to go for that dramatic, retro look, while also offering her unique services, benefits and usage. Capitalizing on Rimmel London's unique London Look— the originator of 60's mod style— the platform needed to give her the tools, content and stage to express herself and show off her retro style.
We created a culture defined by the retro look that positioned Rimmel London as the authority for all things #RetroGlam. The participative platform served to inspire her to be bold and brave, while educating her on Rimmel London's unique product benefits.
We chose Tumblr as the center of our integrated campaign because of its visual aptitude and ability to influence engagement. 'Modcasts' housed on Rimmel's Retro Glam Tumblr became the go-to source for everything retro, with each 'episode' featuring a customized, interactive experience that included make-up tutorials, trends and rocking vintage playlists. Leveraging celebrity spokesperson Georgia May Jagger, we created mod images and GIFs to inspire mavens to be bold using Rimmel's unique product.
Content was first created for Tumblr and then utilized across platforms including instagram, YouTube, and Facebook to extend reach. Working closely with media partners such as Giant Media and Pop Sugar we created rich content to drive even further participation.
Over the 6-week period we organically attracted over 200K visitors to Rimmel's Tumblr, who spent 2+ minutes on average viewing the retro specific content. Rimmel took the #1 spot away from the competition, and received 16K+ reblogs – 18X the Tumblr average for reblogs of similar content!
Success continued onto other channels including instagram where the fan base grew to over 24K followers with 20% of all likes coming from people who discovered content via #RetroGlam. On YouTube there was 97,300+ views of Retro Glam content, a 516% increase from 6 weeks prior! Twitter buzz surrounding Rimmel increased 53% during the campaign as well.
Rimmel London was the under-dog, which is why we needed to be bolder and try harder to reach our girls and make a statement. Tumblr proved to be the perfect fit for reaching 'Playful Mavens' in a daring and unique way. Through our Retro Glam outlet we not only got their attention, but also took the number 1 beauty brand spot on Tumblr thanks to edgy content that resonated with our girls and communicated exactly what we stand for. They loved our style so much that they re-blogged it 18x the Tumblr average, and followed us to hear more.