Revlon
Bringing the love to Revlon
Potential
Revlon ANZ faced a brand perception issue, being seen primarily as a cosmetics brand for older Australian women. This was reflected in its largest consumer group: single women 60+. Meanwhile, new competitors like MCOBeauty captured 46% market share within seven years, mainly by attracting young Australian women, making holding market presence even more challenging. Revlon needed to quickly appeal to younger consumers.
For years, Revlon used global brand assets which didn’t resonate with a younger, local audience. We saw the potential to enhance Revlon’s digital presence, shifting brand perception and expanding their consumer base among 25-34 year olds.
Realised
Over a dynamic three-year partnership, we overhauled Revlon’s digital media and content strategy for social, with the goal of driving consideration, but keeping awareness within its loyalists (40+)
So we developed fit-for-platform, localised content, amplified on Revlon ANZ’s local social channels. We guided Revlon ANZ in the creation of their first-ever local TikTok account, allowing the brand to speak directly to a female Gen Z audience supported by content creators for Revlon’s NPD pipeline.
Our phased media plan targeted the entire purchase funnel with strategies optimising towards reach, increasing consideration, and driving intent for conversion on retailer sites. By leveraging our internal Strategy, Creative and Media teams, we matched each phase with purposeful assets. With the objective of driving reach and engagement, generating frequency and conversion through retargeting. We explored multiple formats and A/B tested performance for in-feed ads, stories, reels and multi-placements employing innovative thumb-stopping creative.
Results
- With 50% less investment, we drove a 230% uplift in CTR with AFFINITY produced social assets for FACE and LIP NPD campaigns in Australia and New Zealand, compared to previous campaigns (Revlon Shopper Insights).
- Usage amongst the 25-39 yo reached its best score (47/%) since August 2019.
- Over 50 million impressions across Meta and TikTok to an audience of women aged 18-34 in Australia and New Zealand.
- 2.8M people reached on Meta and 2.6M people reached on TikTok representing respectively 51% and 80% of the total reach across Age groups.
- 25% uplift in overall CTR and 91% increase in View-through rates for this age group compared to standard Revlon global assets.
