Case Study: Rimmel London doubles engagement and drives 50%+ product clicks with Millennial Media

Rimmel London #ROCKINIT With Mobile

Rimmel London tapped Millennial Media and agency OMD to drive buzz for the ScandalEyes Rockin’ Curves Mascara with a mobile-first social campaign aimed at women 16–34. The brand’s challenge was to create an engaging, interactive experience that extended its social and video efforts into a cohesive mobile moment for a highly social target audience.

Millennial Media built a rich-media interstitial that combined Rimmel YouTube videos, live Twitter and Instagram feeds for #RIMMEL and #ROCKINIT, a curated Pandora playlist and a direct buy link, while targeting users by purchase behavior, beauty/fashion interest and social activity. The campaign delivered over 2× the CPG engagement benchmark, drove more than half of clicks to the product landing page and saw 37% of clicks go to the in-line video.

Rimmel London