Rimmel London

The Objective

Rimmel London is one of the world’s most well-known make-up brands. Its objective on TikTok was to promote its new Kind & Free range, which celebrates clean beauty, diversity and individuality for everyone. It also sought to drive purchase intent after creating awareness, joining the dots in the buying journey.

The Solution

In partnership with Zenith, Rimmel London used a Branded Hashtag Challenge to hit its goal, one of TikTok’s most popular ad formats for mass awareness and viral engagement. The campaign itself encouraged the community to show themselves being kind and free, set to a branded music track, and was supported by several waves of additional ads that also showcased tutorials and experimental videos with the product.

Rimmel London delivered the campaign in three phases. It used In-Feed Ads on a reach objective to build hype and awareness of the new range. It then introduced the Hashtag Challenge as the campaign’s main viral moment, with a TopView and Top Feed to support it, pooling all user entries on one page and flooding the feeds with Rimmel London’s Kind & Free range. It used creator-made In-Feed Ads in a Reach & Frequency buying method and turned popular community submissions into Spark Ads. And finally, once the hype had exploded, it capitalised on this awareness by running a suite of In-Feed Ads and Collection Ads at auction on a traffic objective to push users into the buying journey with a link to the purchase page. 

The Results

The campaign blew up the TikTok feed, with the community talking about it everywhere. Raking in a huge 1.9 billion views, Rimmel London reached over 209 million users and drove over 1.3 million clicks to the purchase page. A brand lift study also showed an 7.9% lift in ad recall, way above benchmark.