Rimmel London: Modcasts Social Content

Role: Copywriter
Agency: Iris Worldwide

To promote Rimmel London’s Retro Glam Mascara, we gave the retro look a modern spin with Modcasts—a series of retro-inspired content delivered as weekly “episodes” to our fans.

We created original content and curated roundups for each episode, including make-up tutorials, fashion tips, and retro playlists. Then we encouraged fans to submit their own #ModMonday looks for a chance to win retro prizes each week. We also sent a retro British taxi photo booth to college campuses during the back-to-school season, encouraging girls to try the make-up, take photos, and share them on social.

Using Tumblr as our hub, we aimed to expand our reach beyond beauty by partnering with influencers in fashion and lifestyle. In doing so we provided our target with everything they needed to know about the retro look from head to toe and beyond.

During the 6-week campaign we saw:
–  200k+ organic visits
–  13k+ new followers
–  2.7MM engagements
–  16k reblogs (18x the Tumblr average)
–  Rimmel London took the number 1 spot on Tumblr in the beauty category
–  Our YouTube channel saw 516% increase in views

Ready To Go Retro

Laurie 1

Tumblr hub, featuring the #ModMonday contest where users can upload on Tumblr or via social media:

Laurie 2
Twitter content:

Rimmel Content

Original content examples: inspirational GIF quotes and contest/winner posts

Bat your lashes

Only As Bold As Her Mascara Inner Beauty
Girl's Best Friend

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Expandable rich media banner: GIF plays to entice rollover, expanding to reveal interactive make-up tutorials and behind-the-scenes footage from the TV spot. Click-through links to the Modcasts hub.