Wonder Look

Главное о кейсе

Total reach: 16 000 000
Makeup looks created online: 21 000 000
Average time on site: 1,20 min

Increase in sales 30% (when compared to previous period after the lockdown)

Бизнес-задача и ее решение

In the new COVID reality, Rimmel needed to support its Wonder makeup collection presented in one of the Russian drugstore chains. The retailer has no online store. The campaign, targeted first of all at the audience of millennials and Gen Zers, had to contribute to product knowledge improvement.

We connected consumers' online and offline experiences to overcome the main barrier for shopping cosmetics in-store during the COVID - no chance to test before purchase. In a mini-game, we demonstrated Wonder bestsellers and the ways they suited various looks and styles. Trying different techniques, users could create up to 64 makeups and see them on the influencers who became game characters.

The site was promoted on social media - Instagram&Facebook, TikTok. Also, heroes - singer and Insta-blogger Eva Gurari (200k) and TikToker Alisha Kone (1.2M) - supported the work in stories and posts.

The online makeup constructor was active for 1.5 months, from December 2020 till the middle of January 2021. The production time, including shooting and web development, took three weeks.

Прочая информация о кейсе

The pandemic ruined Russian patterns of beauty shopping, mostly done offline due to the chance to try products first. Stores reopened but without any testers. So the Wonder Look campaign offered another way - “Play and test online, buy offline.”

The game let users control two social media divas, musician Eva Gurari and Tiktoker Alisha Kone, and create makeups with brand bestsellers. Just a few swipes showed products as suitable for any looks, even those not usually associated with Rimmel. During the winter campaign, sales increased by 30 percent compared to the traditionally high autumn season.

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