The idea for the music video came directly from the product benefit of the Volume Shake Mascara, that is kept clump free when refreshed via shake-shake technology. We built on the shake-shake hand movement using hand tutting, a hand dance movement that is growing online and being driven by youth culture. This led us to our ‘Shake it up, to keep it fresh’ concept. Fusing the hand tutting action linked to product benefit, with the ‘Live the London Look’ attitude that came through our music collaboration with London grime artist Nadia Rose. At the heart of the music video is a choreographed hand tutting sequence featuring Cara Delevingne who shakes the product and passes it around her ‘Skwod’, on top of an East London warehouse. The hand tutting choreography, Cara and her dancers, and the Skwod track created a highly contagious and entertaining film that resonated with our target audience.

The film was first launched by Cara Delevingne on her social channels then Rimmel’s digital & social channels followed around the globe. The film was also supported by a TVC that directly addresses the product innovation, as well as print, POS, social content & digital display.

The impact was immediate with Cara dropping the film on Instagram to a hungry audience: we reached over 1 million impressions within days. This ‘drop’ media strategy meant that we had a powerful organic PR story that travelled, beyond Rimmel’s usual beauty channels, reaching key millennial media such as Fruk, HypeBae and Teen Vogue.