REVLON
X TIKTOK
Client: Revlon, TikTok
Tactics: Social Media
Role: Research, Concept, Art Direction, Copywriting
Research done in collaboration with:
Nicole Haugie
Natalie McNamara
Elliza O'Grady
Maddie Durkin
OUR CHALLENGE:
OUR RESEARCH:
As the digital age continues to grow, many brands have rapidly shifted their marketing tactics onto various social media platforms, such as TikTok.
However, TikTok's unique landscape has brought a new challenge for many brands as they struggle to connect with a new generation of consumers. Specifically, Revlon Cosmetics asked us to partner with TikTok for Business to create a campaign that repositioned their brand to younger audiences and inspires them to choose Revlon through relevant and native-feeling content.
OUR STRATEGY:
Through our research, we found that:
Over 60% of TikTok users are female
Majority of TikTok users are between the ages of 12-24
Users engage more with relevant and authentic content
TikTok is the primary platform to reach audience through creators
Knowing this, we decided to reposition Revlon to speak directly to women ages 16-25. Focusing our campaign around specific seasonality, we were able to create content that directly related to each age group. We then chose to use creators that had a specific connection, either through age group or experience, with the new audience. Overall, we focused on emphasizing Revlon's authenticity through content that would inspire and create conversion.
