The Brief

Extend the online hype around Lip Butter launch to the real world in Australia.

Describe how the promotion developed from concept to implementation

Revlon Colorburst Lip Butter is an innovation in the lip category, so we wanted tomake sure our Australian product launch was just as innovative. So with all that in mind, we set out bring online sampling and product seeding into the real world using smart phones. Being at the forefront of emerging technology, we were aware that the Bump API had become available for use on third partyapps. Bump became the engine for our Revlon Colorburst Lip Butter app.

Describe the success of the promotion with both client and consumer including some quantifiable results

The launch was measured over a number a different areas. From how much earned media was generated because of the Bump app, to total app downloads and shares. The best outtake from the results is that for every ‘bump’ that took place, two girls had to have a conversation about Revlon Colorbust Lip Butter. - All 2000 samples were given out in 9 days - 4500 app downloads in 9 days - 80% of the over all traffic to app downloads was from earned media (Facebook and Direct)

Explain why the method of promotion was most relevant to the product or service

Research also showed that lip products and mobile phones are the two things that girls can’t leave home with out. Smartphone uptake of our 16 – 24 target audience is over 65% in Australia. These two insights and the newly available BUMP technology meant we could use smartphones and as the sampling tool to create conversations about the product in the real world