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Revlon partnered with WW84 to create a makeup collection inspired by the movie. When the global pandemic hit, Revlon was faced with the challenge of launching this new collection without the momentum of the movie’s release, which was delayed. After an initial pause, Revlon moved forward with the collection release in July 2020, nearly six months before the movie was eventually released. Driven by strategic influencer partnerships, Revlon orchestrated an extraordinarily powerful launch on social media and delivered extraordinary results. Here’s how they did it with the support of Traackr.
In the midst of an unprecedented year, without the benefit of a traditional launch event or movie premiere, Revlon turned to influencers as the vehicle to launch their new Revlon x WW84 collection.
Strategic influencer selection was this launch’s superpower.
"This campaign did well because we knew we had the right partners from the beginning,” said Julie Kaplan, Senior Manager, Global PR & Influencer Marketing at Revlon. “We chose influencers based on data and analytics from Traackr, then left the campaign open for interpretation. The brief was simple: Unleash the power of makeup. We wanted each creator to focus on what the message meant to them and allow them to bring their vision to life.”
This campaign included a multi-tiered approach, working with always-on collaborators and new faces. The campaign was also multi-platform and format, including:
Revlon partnered with Nikki and Gabi DeMartino for one of their “sister swap” videos. This was the perfect narrative to showcase the duality and transformation of makeup.
The most popular piece of content from the campaign was a TikTok video posted by Nabela Noor. She was the perfect partner for this campaign because she encourages beauty from the inside out.
IG was where Revlon really worked across tiers, from nano to macro-Influencers.
Revlon partnered with Eleanor Barnes, a creator known for her cosplay, as well as, being a strong partner for the brand in other campaigns.
Lucia Marte is a micro influencer who was chosen for the WW84 campaign because of her impressive superhero cosplay!
Revlon has built a robust influencer database, which they manage in Traackr. For this program, they wanted to expand their reach to include influencers with affinities for cosplay, comics, Gal Gadot and The Wonder Woman franchise.
Once Revlon found potential influencers with the right criteria, the team reviewed their profiles to ensure they had the right audience demographics and quality, as well as, strong engagement rates on the core platforms.
The entire campaign, from discovery to measurement, was managed in Traackr. Partnerships were approved, deliverables tracked and results measured in the platform. Despite working remotely, the Revlon team was able to manage the campaign efficiently.
"Using Traackr allowed us to see content as it came in. We could see what the top performing content was, who had the lowest cost per engagement, who overperformed, or in some cases underperformed. Traackr’s capabilities also allowed us to see that we were meeting and exceeding our KPIs. They made this part of the campaign seamless." - Brie Clemency, Assistant Manager, PR & Influencer Marketing at Revlon