Rimmel Has The X Factor
Rimmel was seeking a new, exciting avenue to engage beauty-savvy young women aged 18-34 with its make-up products.
Becoming an exclusive beauty partner for the X Factor, the brand got up-close-and-personal interaction with its target audience. Rimmel also sponsored The X Factor 'Tap to Clap' mobile app and had a large format presence in all pages of the app.
An innovative partnership was created to drive Rimmel brand affinity and ultimately purchases. ITV delivered an integrated multiplatform campaign across TV, online and mobile. By promoting Rimmel’s great brand values, glamour factor and quality, we hoped to inspire young beauty enthusiasts.
The partnership ran across all multiple platforms - TV, online and mobile, giving it a truly 360° element. The mobile app was promoted in the live shows by Dermot O'Leary.
There was also a strong push to drive traffic to The X-Factor site where a viewers could access a Beauty hub featuring exclusive video content of tutorials and tips from The X Factor makeup artists all using Rimmel products. To engage viewers further, weekly competitions were run with Rimmel goodie bags. These were supported across itv.com through video and display traffic drivers, mobile sponsor buttons and video bumpers. In addition all video content relating to Rimmel was given exposure on rimmellondon.com, the Rimmel Facebook and Twitter pages.
The Tap to Clap mobile app was an undeniable success. There was an astounding 1.1 million downloads of the app (36% more than projected) and a staggering 17.7 million live claps/boos.
125,000 viewers used the app during the live show suggesting it engaged our viewers off-air instantaneously. Tap to Clap reached No.1 in the app store charts and remained in the top 25 throughout the campaign.
There was also a high level of engagement with the online content. There were 1.9 million videos views and 22,000 entries in the weekly competitions.
Research showed that intention to purchase Rimmel was 7 out of 10 for engaged viewers compared to 4 out of 10 for the control group. There was 54% spontaneous recall from web and mobile app users and 70% for the mobile app users, suggesting the campaign was highly effective.
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