The Challenge

In early 2018, iconic beauty brand Revlon launched Live Boldly, a multimedia campaign to “inspire women to express themselves and their passion, optimism, strength and style.”  ​Five new fierce & famous women— “Wonder Woman” Gal Gadot, along with Ashley Graham, Adwoa Aboah, Imaan Hammam and Raquel Zimmermann, were chosen as global brand ambassadors to celebrate modern beauty and strength, more than the latest lipstick color additions.  A lineup representing many shapes and shades of beauty, the new brand ambassadors provided the perfect snapshot of the inclusive definition of beauty that consumers demand today. ​

Our challenge was to create maximum buzz about the new ​campaign platform and Revlon's dynamic dream team of global brand ambassadors.

The One-Two-Punch

​Revlon and ​the Lippe Taylor brand team used a two-phase approach to build buzz and generate maximum awareness for the campaign launch and the introduction of the new brand ambassadors.

The day after the Golden Globes (where Gadot served as an award presenter), the brand announced Gal Gadot as the new face of Revlon ​and the launch of the Live Boldly campaign. ​

Then, a few weeks later, Revlon unveiled the four other new brand ambassadors, ahead of the multimedia campaign. ​ The announcement was made via media exclusives with top industry and celebrity news outlets, The Today Show and an industry exclusive with WWD, while ​Revlon hosted 34 media attendees at a concurrent press event at the Edition Hotel in New York City.

Throughout each phase, traditional media and social communities were engaged to amplify the Live Boldly message, including behind-the-scenes content shared via Instagram stories. ​

Additional Elements

To further contribute to buzz, Revlon hosted a two-day event at the Skylight ​Modern in NYC attended by over 370 people the day of the campaign launch. The event introduced the new campaign and brand ambassadors and included a beauty touchup station, a tattoo ​station and a Super Lustrous ice cream parlor featuring creations inspired by ​Revlon’s lipsticks. ​ 85 micro-influencers attended for a day of discussions, makeup tutorials and educational demonstrations. New ambassador Ashley Graham attended and discussed the campaign in a fireside chat with Revlon’s Linda Wells, while media interviews were conducted on the red carpet as live social streams shared behind-the-scenes stories on Instagram Live and Facebook Live. ​

Results:

  • Revlon’s Live Boldy secured more than 3.48 billion media ​impressions globally. ​
  • ​120,248 uses of the campaign hashtag #liveboldly
  • 145% increase in ​average traffic to the website (estimated: 1M additional visits), with less than ​10% of traffic coming from paid search or display ads​
  • Relaunch success window lasted a full 6 months