where games and brands meet
Cas
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Objective
Revlon’s GROW Luscious mascara campaign features a stunning Jessica Biel
teaming up with star musician Pharell. Revlon aimed the campaign at 20-26 female
segment to build mindshare for the new branded product using hip music and a custom
created music video. Aware of social gaming’s increasing influence on their target market,
Revlon’s brand managers apportioned a large part of the advertising budget to distribution
on social gaming sites to raise mindshare and organic lift on YouTube.
Solution and Impact
Revlon leveraged Volume11’s AMPlify solution as part of a multichannel, one week
concentrated push. Revlon opted for non-incentivized video targeted at casual players
primed for sharing, appealing to their interest in new music video content. The result was
not only viral spread but wildfire-like spread among influential music bloggers.
Duration: 1 Week
Google: #1 Search Result
Total Views: 490,000
Organic Lift: 200,000
Completion: 59.4 percent
Views Per Share: 4
Sustained Lift
Revlon continues to engage a monthly unique audience of 55M+ targeted viewers on
premium gaming sites, retains a steady flow of share-happy viewers, and maintains highly
atomic performance control.
About Us: With offices located in New York, San Francisco and Austin, Volume11 Media provides
unsurpassed measurability for your advertising dollars, and laser-like focus on highly engaged communities.
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