2X 50%+ 37% - Millennial Media

/ Client Stories
Rimmel London #ROCKINIT With Mobile
Opportunity
For the launch of the new ScandalEyes Rockin’ Curves
Mascara, Rimmel London was looking to create the
ultimate social experience for its target audience,
women 16-34.
Knowing this audience is inherently social, the campaign was
focused on creating engaging and memorable consumer
interactions around the new mascara, with a level of
interactivity only achievable through mobile.
Strategy
Rimmel London and media agency, OMD, came to Millennial Media to
develop a strategic mobile execution that bridged existing campaign
efforts – social, video, music content and more – into a cohesive,
interactive mobile experience.
Rich Media interstitial incorporated Rimmel London YouTube videos, live
Twitter and Instagram feeds of #RIMMEL and #ROCKINIT, Rimmel’s
curated Pandora playlist, and link to view and purchase the mascara.
Campaign utilized the Millennial Media platform to strategically target
women 16-34 according to specific characteristics: past purchase
behaviors, interest in beauty and fashion, social media activity and more.
Visit www.millennialmedia.com/client-stories for more
Results
2X
Engagement rate performed over
2x higher than average CPG
vertical benchmark.
50%+
Strong call-to-action drove more
than half of all clicks directly to
product landing page.
37%
Resonated with consumer
viewing behaviors, with engaging
in-line video that garnered 37% of
all clicks.