Rimmel London Product Launch Campaign Case Study
Rimmel London Product Launch Campaign Case Study
Transforming Rimmel London's Approach to Advertising with a Influencer-First Approach!
OUR CLIENT
About Rimmel London
Rimmel London, the UK’s top makeup brand, has been a pioneer in the beauty industry since 1834. Known for its innovative products and commitment to self-expression, Rimmel encourages users to explore and push their beauty boundaries. The brand promotes inclusivity and creativity, offering a wide range of products that allow for personal expression.
OUR CLIENT
About Rimmel London
Rimmel London, the UK’s top makeup brand, has been a pioneer in the beauty industry since 1834. Known for its innovative products and commitment to self-expression, Rimmel encourages users to explore and push their beauty boundaries. The brand promotes inclusivity and creativity, offering a wide range of products that allow for personal expression. Additionally, Rimmel is committed to cruelty-free practices and has been recognized by Cruelty Free International for its efforts against animal testing.
The Problem
The objective of the campaign was to launch Rimmel’s latest product, Rimmel Thrill Seeker mascara.
Previously, Rimmel’s marketing strategy had primarily focused on collaborating with famous high-end models and traditional celebrities such as Kate Moss. However, they really wanted to explore new territory and reposition their brand so they could appeal to a broader, more diverse audience.
We also found that their omnichannel strategy could be enhanced and further aligned.
Target audience
- Regions: United Kingdom
- Gender: Females
- Age: 18-45
Our Approach
To revolutionize Rimmel’s marketing strategy, our team placed creators and social media influencers at the heart of their wider media plan. By leveraging authentic, stylish, and captivating content, we ignited excitement across Instagram, TikTok, and Facebook. This dynamic content wasn’t confined to social media though; it was seamlessly integrated into every marketing channel. Imagery and video clips were repurposed across paid media, programmatic channels, OOH billboards, television ads, and display ads, ensuring a consistent and powerful brand presence.
Central to this campaign was Olivia McNeil, celebrated as ‘Northern Irish TikTok royalty’ by Heat magazine. Olivia’s engaging content, featuring light-hearted videos about fashion, makeup, and food, alongside viral clips of her dancing with her cat, has captivated a vast Gen Z audience. This demographic is highly sought after by brands aiming to connect with teenagers and young adults. As the new muse of Rimmel London and the face of the Wonder Volume Thrill Seeker Mascara campaign, Olivia embodies the vibrant and adventurous spirit of the brand.
To further drive awareness of Rimmel’s new product launch, we pinpointed the perfect creators to complement Olivia, who acted as a spearhead of the campaign.
Ultimately, Rimmel experienced unprecedented success from the new approach, as highlighted in the results below.
Incredible Results
- Unprecedented Sales Surge: Achieved a remarkable 300% increase in sales, compared to typical product launches
- Unstoppable Demand: Sold out the Thrill Seeker mascara 7 times consecutively, necessitating pauses in marketing activities
- Omnichannel Dominance: Successfully utilized influencer content across all channels, including OOH, digital billboards, TV, paid media, and organic social posts.
- Influencer Impact: Leveraged Olivia Neil's influence to spearhead a cohesive and impactful campaign, solidifying her role as the brand ambassador.
What Clients Say About Us
What Clients Say About Us
