This is a Sponsored Case Study but the story has been done by Lighthouse Insights illustrating the social media efforts for the launch of Revlon’s latest lip product ‘Just Bitten Kissable Balm Stain’ in which digital agency VML Qais executed a series of activities on social media platforms like Facebook, Twitter and blogs to build positive affinity towards the brand and the new product.
Revlon India was launching its latest product, Revlon Just Bitten Kissable Balm Stain in India in March. The product is a pampering balm fused with a lightweight lipstain that gives softer, smoother lips with a perfect flush of colour. But, lipstains is a relatively new category in India and there was a negative association with the word ‘stain’ as women thought it would be tougher to remove.
Besides, a similar product had been launched by another cosmetics company earlier, so it was important to differentiate Revlon’s product from its competitors. Revlon India joined hands with pure play digital agency VML Qais to engage with Revlon’s customers in an innovative way that would generate interest in the product and encourage trial.
The idea was to focus on the rational benefit of the product and combine it for what the REVLON brand stands for –strong, bold, glamorous women who want to express themselves to the world. VML Qais sought to leverage the similarity between women and the Revlon lipstain. The modern woman essays multiple roles in her daily life just as Revlon’s lipstain that plays two roles in one product - a moisturizing balm as well as a luscious lip colour.
The idea was to use a proposition that brought both these elements to the fore –the rational product benefits as well as the multiple roles of women. Additionally, there was a need to create a positive association with lip stains and then show Revlon’s audience that the new product was perfectly designed for the woman of today.
To do this, VML Qais engaged with the Revlon audience through a series of activities on social media platforms like Facebook, Twitter and blogs during the month of March and April.
Activities on Facebook
On Revlon India’s Facebook page, VML Qais created content around eminent female figures focusing on their dual roles - tying back ‘Twice As Good’ to the many facets of women. Using a crayon like font and the colours of the product, it subtly brought Revlon’s product into focus in those pieces of content. Additionally, it curated posts about regular women who essay dual roles in their daily lives. To further the proposition of #TwiceAsGood, the agency shared content about other daily use products that have a dual purpose.
For the International Women’s Day initiative prior to the launch of the product, VML Qais created custom badges that represented a characteristic of Revlon. In all seven custom badges like ‘I am twice as Confident’, ‘I am Twice as Glamorous’, ‘I am Twice as Vibrant ‘, etc. were created. Fans were asked to share or tag their friends or family to remind them of how #TwiceAsGood they are.
In addition, each shade of the Revlon Just Bitten Kissable Lip Balm Stain was associated with an everyday product fans could relate to. Calling it as the ‘colour lover’ series, VML Qais also asked fans what their favourite was.
VML also conducted a cover photo contest, where a custom Facebook application allowed fans to upload any 2 photos of themselves (from their existing Facebook albums)to depict their dual sides, enter text into a template from a choice three different templates, like “I am _________ & _______.”
The output was an image with the 2 photos and the Revlon #Twiceasgood branding that they could use as their cover photo on their own profile. These also formed their entry into a contest where winners were selected to win vouchers.
All this helped the brand push each shade in the range individually, as well as gain an emotional connect with Revlon’s Twice as Good rationale.
Activities on Twitter and Blog
On Twitter, Revlon ran two contests, one asking its followers to share why they were twice as good and the other asked them to share products that were twice as good using the hashtag #TwiceAsGood. Best entries won samples. Apart from generating buzz and popularising the phrase ‘Twice as Good’, the campaign that was announced on its Facebook page, also helped increase its Twitter followers.
Revlon India also conducted a blogger outreach program with top beauty bloggers and shared their reviews on the page, in specially created Twice As Good templates which led fans back to the review. The bloggers as brand advocates helped in influencing their readers to try the product, whereas their positive reviews acted as testimonials.
Achievements and results
- The content pieces and the Twitter contest helped strengthen the ideas and thoughts behind the Twice As Good campaign which celebrates the many roles a woman plays in her daily life
- The app helped fans show the two roles they essay to their friends and family and helped the Revlon campaign come a full circle
- The cover photo app had over 700 entries
- It also helped build and increase positive affinity towards the brand and our product
- During the campaign Revlon’s fan base grew by 72% with 203,191 new fans
- Revlon’s engagement rate during this campaign was at a whopping 86%