The primary goal of this social campaign was to increase awareness and position Revlon as the leader in lip, introduce the new Revlon Ultra HD line as the perfect starting point for creating date-night-worthy looks, while increasing sales at Walgreens and Duane Reade during the Revlon Beauty Must-Haves event.
According to the results of a recent survey, 80% of women believe that "date night" is the magic spark that will bring the fire and fun back to your relationship.
The thrill of primping for date night is part of that fun – trying different looks, colors and makeup techniques can make the night even more interesting. That way, even if your favorite dinner spot stays the same, you can always count on an amazing night à deux.
Reservations have been set, you have the perfect outfit and hairstyle lined up – and REVLON® has you covered with the best products for this fun night – at super-HOT prices right at your local Walgreen's store!
We teamed up with influencers in the Lifestyle, Health & Beauty and Family categories to participate in the Revlon Social Shop at Walgreens or Duane Reade, purchase the featured Revlon products and produce premium content, generate live coverage of their experience and syndicate content across social platforms.
Influencers then created blog posts detailing their day with the Revlon Social Shop experience at Walgreens or Duane Reade and showcasing their favorite date night look and syndicated the post across their social channels.
The program was supported by way of influencer blog pages, Facebook, Twitter, Instagram, and Pinterest communications. Influencer blog posts were amplified across publisher sites.
This Walgreens specific social campaign delivered almost 20% more reach than contracted and drove both Walgreens and Revlon to social media Share Of Voice leadership the day of the Twitter Party. With 97% share of voice (SOV) on the day of the Twitter Party, mentions of Revlon and Walgreens or Duane Reade far exceeded the primary competitors' SOV (CVS at 0% and Target at 2%).
On the day of the Twitter Party, Revlon's online SOV increased from roughly 20% to 31%, giving them the largest share exceeding primary competitors (Maybelline, L'Oreal, and Cover Girl).
The awareness generated from the campaign and corresponding social content resulted in 82% weekly sales lift on the Revlon Must Have featured items at Walgreens and Duane Reade. In additional, the campaign garnered 1.2% total brand sales lift with a 500 basis point market share lift. Revlon also had a 55% lift in new users at Walgreens.
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