Rimmel Promo, Case study MOBILE MAKE-UP MATE by Element Interactive Mobile BV.

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Industry Makeup
Media Promo & PR, Case study
Market United Kingdom
Agency Element Interactive Mobile BV.
Released July 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: COTY
Date of First Appearance: Jul 9 2009 12:00AM
Entrant Company: OMD UK, London, UNITED KINGDOM
Head of Mobile: Alex Newman (OMD UK)
Communications Planning Manager: Andrew Wynd (OMD UK)
UK Marketing Manager: Natalie Moon (Coty)
UK Marketing Director: David Allan (Coty)
Mobile Manager: Bradley Hill (OMD UK)
Head of Marketing: Tim Dunn (MIG)
Business Development Manager: Matthew Boden (MIG)
Implementation Manager: Martin Man (MIG)
Business Director: Adam Skinner (OMD UK)
Senior Brand Manager: Shannon Watts (Coty)
Media placement: Mobile Campaign - 36m Impressions - Operator Portals, Mobile Social Networks, Youth Targeted Operators, Bluetooth - 09/07/2009

Results and Effectiveness
For less than £50k worth of spend the results were spectacular. Of all the girls who came to the site over 40% downloaded a piece of content, a rate far higher than the norm. We had 145,000 downloads in total. With 14,000 girls signed up and opted-in, we can now re-contact our advocates when new videos and products become available. Most importantly, we created brand evangelists who now intimately trust the brand. To quote one of the girls: “Thank u Rimmel. U’ve made my life so much easier. Luv u!”

Creative Execution
We specifically targeted the cheaper, more ubiquitous handsets, used by our Rimmel girls. With ‘pay as you go’ their favoured payment plan, downloading would be expensive for our girls. So we used the free-to-download bluetooth technology in malls and cinemas, prime hangouts for our Rimmel consumer and her friends. To combat the ‘knowledge gap’, we created a Rimmel hub. Specifically designed for mobile, and regularly updated, it housed a wealth of information on how to achieve a look, what products to use, tips and advice, specific Rimmel content and features to get samples and branded content for their phone. Rimmel’s celebrities are a competitive advantage in building trust. Our videos featured our celebrities’ looks and were demonstrated by our celebrity make-up artist Liz Pugh. We invited users to text in their questions, which Liz answered for them. A ‘share with friends’ button fuelled word of mouth.

Insights, Strategy & the Idea
In cosmetics, trust is vital. We wanted to build a trusted relationship between Rimmel and UK girls. And create advocates by giving girls something positive and useful for their lives and something they could share amongst themselves. Girls have an insatiable thirst for tips and advice when it comes to make-up. But OMD research identified a ‘knowledge gap’, with many young girls not feeling confident about applying makeup. For girls, mobiles are not just another media channel, they are central to girls’ lives; they go everywhere with them and use them to guide their social lives. In fact, they are more like an extension of their social circle – one of the gang. Our idea was to turn their mobiles into their mobile make-up mate – a knowledgeable friend always on hand (or should that be ‘in’ hand) to inspire and give great practical advice on how to make great looks happen for them.