Cannes Lions

ROCKER MAKE-UP LINE

CARAT FUSION, San Francisco / REVLON / 2006

Presentation Image

Overview

Entries

Credits

Overview

Execution

The program was executed over two phases. The first phase recruited women from the MTV site to submit an entry into the sweepstakes. This initial engagement served the dual purpose of building the Revlon CRM database as well as increasing awareness for the Rocker Chic line of products. The second phase let women follow the winner via her online video blog as she went through the Revlon Red Carpet Makeover.

Outcome

As measured by Dynamic Logic, communication objectives were met or exceeded with significant gains seen across multiple brand attributes on top of high baselines. And respondents in the target segment, women 18-24, showed a significant increase in perception of Revlon as an innovative, yet approachable brand.

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