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Friday, 09/09/16

Revlon's fully integrated campaign wins Adweek media Plan of the year

"Love is On" honored as Total Campaign Spending $15 Million or More

Let's celebrate love! Congratulations to our clients and team. "Love is On" has been recognized as one of Adweek's Media Plans of the Year.

"Love is On" exemplifies a fully integrated campaign. Our specific objective was to build upon the company's new global brand positioning, Love is On, with not just words, but action. We needed to get women to emotionally own the new brand.

From October 2015 to February 2016, we launched programmatic TV, cinema, print and events to begin a groundswell. We then began paid search and social. We followed with the "Love Test" video featuring couples who'd participated in the Love Study, and worked with YouTube, Facebook, online influencers and female-targeted media and lifestyle sites to ensure the film was seen everywhere (it was - 40 million times).

Then we went big with a massive Times Square digital billboard that received 3.7 million submissions from women who posted photos of themselves and their loves. The board was connected to all social sites and could both receive and send. Every touchpoint- from the human to the most technical - worked together.

In the end, Love is On delivered 4 billion total impressions and reached 63 million women. The campaign delivered a 2% increase in market share. Two new products - a mascara and matte lipstick - shot to #1 in the category for the first time ever during the campaign period.

Now that's some love!