Revlon Just Bitten Kissable Balm Stain

Campaign Case Study by VML Qais

Challenge

Revlon 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. It is buildable from light to dark , it moisturizes your lip while giving

long lasting colour and does not require touch-ups.

Lip stains 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

VML Qais’ challenge was to engage with Revlon’s customers in an innovative way that would

generate interest in the product and encourage trial.

A similar product had been launch by another cosmetics company earlier and it was important for

VML Qais to differentiate Revlon’s product from its competitors

The campaign was run from March 4thto April 30th 2013

Strategy

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

The modern woman today essays multiple roles in her daily life. She is a mother, a working

woman, a wife, a teacher, a daughter. She successfully handles all these roles effortlessly

Revlon’s product is more than one thing –it is 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

Twice As Good

Content Piece

Cover Photo

App &

Contest

Blogger

Outreach

Digital to In

Store

Twitter

Strategy &

Contest

Twice As

Good

Content

Facebook Content –Twice As good teasers

International Women’s Day activity

Product Launch –Colour Lover

Content 1

VML Qais created content around eminent Indian 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 VML Qais subtly brought Revlon’s product

into focus in those pieces of content

VML Qais curated posts about 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

Content - 2

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

What did this achieve

The idea was to connect Twice As Good to women’s lives

Revlon’s content featured distinguished women, its brand ambassadors and regular women who

managed multiple roles in their lives with success thus providing its fans with the inspiration to

do the same

The products featured in the content piece tied back to the twice as good rationale and the

women featured had an emotional connect

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

What did this achieve

This activity was conducted prior to the launch of the product but was successful in increasing

interest in the Twice As Good campaign as it spoke about the campaign

It leveraged on the pre-existing positive sentiment around Women’s day and simultaneously

brought out the brand attributes

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

What did this achieve

This content piece helped push each shade in the range individually

Twitter Strategy & Contest

Twitter was used to run two contests

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

What did this achieve

The Twitter contests was publicized on Revlon’s Facebook page which helped convert some of

Revlon’s Facebook fans to Twitter as well

These contests helped increase Revlon’s fan base while simultaneously popularizing the

#Twiceasgood hash tag

The Twitter contest encouraged Revlon’s followers to discover, and share the multiple roles they

play in their everyday lives

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

What did this achieve

The bloggers acted as influencers who said positive things about the brand and the product

These review acted as testimonials which helped build a positive buzz around the product as well

These bloggers act as brand advocates who encourage trial within their readers

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

What did this achieve

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 their 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 and was successful

It also helped build and increase positive affinity towards the brand and our product

Results

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 our application

Thank you