For the launch of its new Equave haircare range, Revlon professional wanted to reinvent its way of communicating to reach Gen Z and maximize the impact of its campaign.
The aim was to introduce a new beauty gesture to a hard-to-please target, while standing out in an already highly saturated beauty market.View more cases
Our strategy was to reverse our creative approach and shake up the codes of traditional campaigns. Here, influencers and their words were the starting point of the campaign, not a simple amplification tool. True ambassadors listened to by an entire generation, they were in the best position to inject energy right from the start of the campaign, and to embody the spirit of the brand around a strong line: “Keep it moving”.
So we started with an international UGC Activation. A cross-platform teaser in which creators made the brand their own by developing content that reflected them. With a Revlon Professional touch! They created 2 types of content: one in which they appropriated the “Keep it moving” line, the other more focused on the product, but always respecting their universe.
We then developed a 360° campaign (film, press, posters, etc.) around 5 of these influencers, inspired by their respective universes and the content they had just created.
And to make even more noise, we enriched the campaign with a powerful digital ecosystem, still centered on our 5 content creators, with over 60 assets developing the different product concepts and their benefits.
All the strength of an influencer campaign, but with 360° power.