THE CHALLENGE:
In April 2019, Rimmel London took an innovative, young new brand direction for the launch of their Ultimate Jellies Collection. Consumer research saw that there was a strong demand from consumers to experience and better understand the novel jelly texture, and so Rimmel wanted to launch this exciting new collection to their target Gen Z audience in a fresh and exciting way on Instagram.
THE IDEA:
With ‘Oddly Satisfying’ becoming the fastest-growing Instagram niche and ASMR videos constantly trending on the platform, we wanted to showcase the novel, playful texture of the Jelly collection via a series of fun and innovative social interactions and competitions.
THE RESULTS:
· One of the satisfying boomerang videos became the most viewed video on the Rimmel UK Instagram page ever!
· Instagram assets were requested by major retailers to use on their own social channels and also featured on the Boots website
· This also led to an exciting opportunity of being asked to art direct and assist the production of exclusive assets for Superdrug's Instagram page.
· Exceeded brand sell-out expectation and received 100% positive sentiment on all organic social content
Boots website
Superdrug Instagram takeover