Brief
Revlon is an iconic brand with an eighty-year heritage and a history of cosmetics innovations. However, their Facebook page had only gathered 21,000 fans with relatively low engagement. We knew that with the right management we could grow that number and create a group of loyal fans that would advocate and engage with the brand. It just needed to be done in precisely the right way.

Idea
Our audience doesn't make distinctions between a social community, a TV ad, or a piece of POS; all they see is a brand communicating. So we set out to create a living, breathing home of Revlon that people could engage with. We didn't set out to promote products, we set out to help women bring out the 'Woman Within'.

This was done through building a relationship with our community. Talking to them, engaging with them, creating discussions between them, all the while having this end goal in mind. This created a lot of natural sharing and organic growth of the community, because we had genuine purpose.

When Revlon spoke in the wider world we brought this into the community in a manner that they could engage with. For example, after running a TV advert featuring Jessica Biel seducing Pharell Williams, we created a continuation of the story in the form of a game, so our community could experience the seductress powers shown in the ad.

When Revlon sponsored Britain and Ireland's Next Top Model, we turned the Facebook page into the perfect dual screen accompaniment to the show; offering tips on how to recreate the looks just as they were seen on screen.

When new NPD’s were released we not only told our community how to get the most out of them, but gave them to people to actually use. So they became the ones telling us, and in turn the whole community, just what the product does for them. This created a vast amount of user-generated created content around our products, which we then fed out into the wider world, through smart PR.

We brought the page to life by being the engaging, touchable part of the brand that has been loved for 80 years and turning fans into advocates.

Results
In 6 months we've grown the community by 566% to 140,000 (at time of writing). Critically, they aren't just 140,000 fans, they are 140,000 advocates and lovers of the brand that we engage with and who talk about what we do. With the average Facebook user having 130 fans, we instantly have a reach of 18.2m at the touch of a button – a very powerful community indeed.

Back to Projects