Best Consumer Goods Social Media Campaign, Best Of Show Social Media Campaign

According to Revlon consumer research, women are highly interested in innovative cosmetics, yet they are hesitant to actually change their beauty routines and unsure how to best use new makeup techniques or products to express themselves in their day-to-day lives. How can we convince these women to venture into the world of makeup experimentation with confidence and enthusiasm? We harnessed the power of social engagement to create a dynamic Facebook community called the Expression Experiment. This unique digital platform educates and inspires women to step out of their comfort zones through a series of shareable monthly makeup challenges, intriguing videos, expert advice, product recommendations and positive social commentary. The Expression Experiment is a contemporary way for Revlon to continue its 80-year heritage of inspiring expressive women — and to create a new era of brand advocates in the process. Since launch, over 200 bloggers have participated in the Revlon Expression Experiment garnering 6,453 clicks, 207,155 views and a click-through rate more than three times the industry standard. The Revlon Expression Experiment was promoted further on Revlon’s social networks receiving 17,681 interactions on those posts and a reach of 649,253 users. Engagement overall for Revlon Facebook page, has increased 230% since launch and Facebook "likes" have increased on average over 26,000 a month. That’s a lot of women stepping out of their comfort zone and experiencing bold glamour. What more, the Revlon Expression Experiment also received the 2012 Digital Innovator Award from Women's Wear Daily.

Contributors:

Chief Creative Officer:	Debbi Vandeven
Executive Creative Director:	Linda Bumgarner
Group Creative Director:	Patrick Saunders
Senior Art Director:	Jen Farquharson
Senior Copywriter:	Megan Thome
Copywriter:	Betsy Jemas

VML

Location: USA