VML Qais creates digital campaign to launch Revlon's Just Bitten Kissable Balm Stain

Digital marketing agency VML Qais, has leveraged the digital media platform to launch client-Revlon India’s- Just Bitten Kissable Balm Stain range of products. This product launch is driven by digital media, with the objective of creating a brand presence for lip stains and encouraging trial of the product.

The new Revlon Just Bitten Kissable Balm Stain is a pampering balm fused with a lightweight lip stain that gives softer, smoother lips with a perfect flush of color. It has dual properties of moisturizing the lips while giving long lasting colour and does not require touch-ups. VML Qais created the digital campaign on the “Twice As Good” tagline. The campaign has been designed to inspire women who’ve managed their multiple roles with ease.

Facebook Content –Twice As good teasers
VML Qais curated posts about eminent Indian female figures/regular women who essay dual roles in their daily lives. These pieces were picked up online and from articles. This allowed Revlon’s fans to better connect with the campaign

VML Qais posted content around other daily use products that have a dual purpose –the focus of which was to push the proposition of #TwiceAsGood. These content posts were interspersed with posts about the Just Bitten Kissable Balm Stain as well –where the dual benefit of the product was highlighted

Women’s Day Content
To celebrate International Women’s Day VML Qais created an album of seven custom images that acted as badges, each representative of a characteristic of the Revlon brand. Revlon fans were asked to share or tag their friends or family to remind them of how #TwiceAsGood they are. The badges created were

I am Twice as Confident
I am Twice as Colourful
I am Twice as Vibrant
I am Twice as Bold
I am Twice as Glamorous
I am Twice as Expressive
I am Twice as Inspiring

Colour Lover
To highlight each shade of Just Bitten Kissable Lip Balm Stain VML Qais created a ‘ColourLover’ series. Instead of just featuring each shade straight out VML Qais attached a visual connection to it. These were everyday products that people could relate to and VML Qais called it ‘Colour Lover’ because we asked them what their favorite was

Twitter Strategy & Contest
The purpose of this activity is to help generate buzz and popularise the phrase ‘Twice as Good’. Revlon announced on its Facebook page that there was a Twitter Contest coming their way–this helped expand their Twitter follower base.

Contest 1:
Revlon asked its followers to tweet  telling  why there were Twice As Goodwhile using the hash tag

Contest 2:
Revlon asked its followers to share products that were twice as good using the same hash tag.

The followers with the best entries from both contests won samples

Blogger Outreach

Revlon wrote to its top bloggers telling them about its product and campaign. These bloggers were sent samples of Revlon’s products. Revlon received a lot of positive reviews from the bloggers who were then featured on Revlon’s pages in specially created Twice As Good templates and led fans back to the review

Cover photo app & contest
VML Qais developed a custom application, where in fans could upload any 2 photos of themselves(from their existing Facebook albums)to depict their dual sides, enter text into a template like “I am _________ & _______.”Fans were allowed to choose from three different templates. 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. The cover photos generated were also their entry into the a contest where winners were selected to win vouchers

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%. Revlon had over 700 fans create custom Twice As Good cover photos using VML Qais’ application.

VML Qais’s portfolio of clients in India includes Mahindra & Mahindra, ICICI Bank, Tata Motors and Mahindra 2 Wheeler. The agency has been managing Revlon India’s Social Media Properties since April 2012.

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