Case Study: How Revlon Took On The Drought & Increased Sales 30%
In this guest post, Channel T’s managing director Paul Rhodes reveals how he teamed lipstick brand Revlon and drought-stricken farmers for some phenomenal results…
Channel T and Revlon teamed up to launch a new lipstick, Revlon SuperLustrous Matte and with the results in we can reflect on what made the campaign successful.
The creative idea #BoldMatters celebrates bold women of rural Australia who were experiencing one of the worst droughts in our nation’s history.
When I first saw the campaign results I did a double take, they were that good. Sales increased 30 per cent in the top two participating retail customers, equity measures jumping: a 15 point increase (61 per cent vs 46 per cent) on ‘feel good about Revlon’; a 50 point increase (84 per cent vs 34 per cent) on ‘different to other makeup brands’.
And importantly raising over $150,000 donated to Drought Angels. To tick all three boxes, sales, equity and social good, really put a smile on our collective faces. We set-out to launch a new product and ended up transforming Revlon brand performance. That’s the power of great creative backed by a powerful insight.
The film and full results can be viewed here.
A number of things came together to create this success, not least of which was the team at Revlon who had a passion for delivering work that was a little different to what you might expect from a global beauty brand. The Revlon team contributed enormously throughout and led the way in contributing to our powerful insight. My reflections on what made the campaign work follow.
Be true to brand positioning
Sometimes brands will take a huge departure from where they have been in an effort to become more relevant (the recent Gillette campaign comes to mind). It’s a roll of the dice in that brand is distancing itself from what consumers know and love about the brand not to mention the years of investment leading up to that point in the pursuit of relevance into the future. Our approach to Revlon was very much about creating a campaign that was not only purposeful but leveraged core positioning. And from a practical standpoint, anyone who has worked client side on global brands will know well, it’s never easy convincing a global team that a local idea has legs and is worth investing in. A local idea that builds on established equity is obviously an easier win. That, combined with an unstoppable conviction in the idea from the local team, which in this case was rewarded in spades.
Revlon’s global positioning Live Boldly celebrates Bold Women of all walks of life, connected to the rational benefits of the brand, such as the bold colours that Revlon is known for. So the task here was arriving at a more relevant local insight that could powerfully leverage this existing positioning and equity.
What’s Revlon got to do with the drought?
Fair question, a beauty brand and a barren landscape?
It’s really all about looking more deeply for the insight. We’ve all been guilty of looking to the most obvious place to find our insights, often sourced from how the consumer interacts with the brand or category. For example the fruit juice brand that might connect their brand to the ‘insight’ of consumer concerns over sugar, or in the case of Revlon a new matte lipstick with the ‘insight’ that some Matte lipsticks tend to ‘crack’.
Such insights themselves are more surface level observations and can be generic to the category, rather than providing the basis for emotional leverage, leaving it difficult to create distinctiveness for a brand.
Thinking beyond the brand or category can yield powerful insights. Connecting the right cultural or societal insight, in a way that is true to brand positioning, is one of the most powerful ways to create impact for a brand .
How was this thinking applied to the challenge at hand? From a cultural perspective gender equality is on the rise, yet the farming community still has a strong ‘male’ voice, and we rarely hear the voices of women. And from a societal perspective we, as Australians, identify with farmers who not only supply our fresh food but emotionally represent the wide open spaces that are uniquely us. As such the drought and its effect on farmers impacts us both rationally and emotionally and we really want to get involved and help.
The #BoldMatters campaign celebrates the bold women of rural Australia, which is highly relevant and motivating to Revlon’s audience. Moreover the idea of #BoldMatters has longevity, because the creative idea can evolve with the times and live beyond the drought, connecting to other local and highly relevant ‘matters that matter’.
Relevance and authenticity
Trying to connect a brand and sales objective to a cause can be fraught with danger. Without relevance and authenticity, consumers will see through the intent and at best, reject it, or at worst send the brand into crisis management if the brand is seen to be trying to ‘benefit’ from a cause.
Revlon gained permission to associate with the drought on three levels. Firstly, through connecting with the global brand positioning of ‘Living Boldly’ told through the stories of bold farming women. Secondly, through a partnership with Edwina Robertson, our photographer and spokesperson. And thirdly, through a relevant and easy way for customers to help support our chosen charity.
Edwina, a rural wedding photographer, had already been compelled to capture the heartfelt stories of families suffering in the drought. She came to notoriety when she broke down emotionally on national television in front of Malcolm Turnbull, whilst telling stories of the trauma she’d seen. Edwina became the connection point for the brand to the drought and our bold farming women, as photographer, interviewer and PR spokesperson.
Drought Angels, our chosen charity, delivered further authenticity for the brand, set up by two women who put their heart and soul into supporting farming communities.
With Revlon donating $2 for every lipstick sold, providing a compelling reason for our audience to back the cause.
Use of branding in a campaign with social purpose
It’s often a classic tussle between marketers and agencies on the use of branding. Marketers often wanting more and agencies less. Not sure why, the ‘data is in’ from those ‘expert’ in analysing creative and the prevailing wisdom being that it doesn’t really matter how often you show the brand, but how well the brand is integrated into the narrative. Glad to say we didn’t have that tussle, the client aligning to our recommendations, which revolved around understanding how and when to apply branding across the consumer journey.
And, the ‘how and when of branding’s was even more of a challenge for this campaign which embodied a strong social purpose. Too much branding too early and you potentially ruin the integrity of the idea, the engagement levels, as well as eliminating the opportunity for PR leverage.
For Revlon, understanding the role and presence of the brand at different points of the consumer journey was critical, with a clear path on how the brand was involved from emotive awareness driving activity through to key retailer activity.
Allowing the stories of our women to unfold through longer films and PR/influencer activity, with subtle nods to the brand and promotion. And as our audience got closer to the point of purchase, through shorter form content, social assets, OOH and POS, focusing in on stronger branding and the $2 donation message.
The importance of creative craft
Another trap brands fall into is dropping their production standards or forgetting the role of storytelling, when it comes to CSR or charitable campaigns, rather than something that can deliver to the overall brand narrative.
For Revlon, as a beauty brand, it was critical that we offset the devastating impact of the drought, with beauty and empathy. We delivered this through a clear story arc, balancing the harsh reality with a sense of strength and hope. The films were crafted through beautiful camera angles, interesting cutaways, together with a rich colour grade and sound mix.
The important role of PR
The test of a great idea is often the ‘talkability’ it generates. It’s generally a sign the brand hasn’t gone down a well worn path, but instead thought of something fresh and disruptive. The public relations campaign delivered a PR value of $2.1m, a total reach of over 3.9 million and 42 editorial mentions. The engagement of key influencers and media partners played an important role in driving authenticity and campaign amplification.
Revlon’s PR approach connected the campaign with influencers through an event featuring Edwina Robertson’s photography. Broadcast reach was achieved through an exclusive partnership with Network 7 with features on Sunrise, the evening news and Network 7’s digital platforms.
Yes, with a powerful insight, creative craft and a client with a passion for authentic work, you can have it all.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.