This idea was concieved by me in a client workshop along with VML Qais, the agency that handles the digital business for Revlon, while my agency Contract Advertising looked after the brand. Executed brilliantly by VML Qais the campaign was a great success for the client.
My Role: #Twiceasgood strategy and agency representation as Creative Director
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.
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.
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%