We’ve invented scrolling social media feeds for Rimmel, says agency
A new campaign for make up brand Rimmel London by HM Communication Group is claiming a media first by turning billboards into what it claims are “scrolling social media feeds”.
The billboards for Rimmel’s Apocalips product are not actually digital, but feature posters in the style of a social media update.
HM claimed in an announcement: “It was a bold move to step away from historically proven media models and execute a campaign built fundamentally on the changing “Apocaliptic” world of our female consumer. Our research and insights into their one undivided offline and online world showed that our female consumes media seamlessly and our execution reflects that. This innovative launch idea seamlessly transforms an existing static medium to take social media into the streets, inspiring consumer engagement in a visual way.”
The campaign is being backed with a competition on the brand’s Facebook page which asks followers to repost the competition in order to win a supply of the product. The contest appears to breach Facebook’s terms and conditions on brand contests.
*checks that it’s not April 1st*
“We’ve invented a new layout for an old medium that’s actually an old layout for a new medium.”
um…
“Innovative”
You keep using that word. I do not think it means what you think it means.
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Oh, it’s not actually digital, so it’s not actually a social media poster.
How dreary. Come back to us, HM Comm, when you actually do it for real. Until then, please keep the bullspit hype down, KTHX?
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Don’t care what your research says, driving past a small format on the road and seeing that … common sense says that your brand and or message will not be taken away. Good luck.
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I think that’s called ‘faux-ial media’…
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Hi Mumbrella,
Go hard my friends! But please check your facts first. Tsk Tsk Mumbrella you should do your research.
This is not a Facebook promotion. It is an Instagram promotion – so no BREACH (spelled correctly, as opposed to the article above) of Facebook rules has occurred.
The results to date are great! We know what women respond to and have delivered on brand for our wonderful client.
Regards
Virginia
Mumbrella please get in contact if you need a lesson in spelling or factual information.
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Hi Virginia,
Thanks very much for the offer of the lesson. Spelling amended.
The screengrab above is actually taken from the Rimmel Facebook app.
Now admittedly, down at the bottom of the Facebook image is a small version of the Instagram logo (although I’m not sure every punter will automatically know that).. However, I rather think the large message saying “repost to enter” may lead more users to take that action on Facebook, what with them already being on that site.
Of course, if people do mistakenly take that action on Facebook, it would be a happy mistake for your engagement metrics, wouldn’t it?
Cheers,
Tim – Mumbrella
A common complaint about digital advertising in Australia is that it’s basically print or TVC advertising on a different platform.
Then these jokers show up and take it to a whole new level of idiotic.
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Are u freak’in serious? I’m a first time poster on Mumbrella…couldn’t resist this one. This is a classic example of marketing bulldust. This is not social media. It’s a creative execution on a scrolling outdoor medium. C’mon….
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Issues of “innovation” aside, that’s some god damn horrifically bad creative.
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And the score is Virginia 1, Tim 2 (sorry Virginia, a typo is only worth one point, and Tim’s last paragraph put him over the top). Ding ding, looking forward to round two!
Virginia, if people repost on Facebook instead of Instagram, are they entered or not? If not, was your promotion misleading, and has caused their entry to be void? If so, does that become a breach of Facebook’s conditions?
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I’m a long time reader and very rarely comment but like Anthony, I found it hard to resist on this one. Who are they kidding? Whether it’s an Instagram comp or a Facebook comp it’s hardly revolutionary and definitely not progressive. Nor is including comments from fans or competition entrants on other media formats. Brands have been doing that on TV for ages. Out of curiosity – does anyone know what they meant by scrolling feed exactly? Are they referencing the fact that the J C Deacaux / AdShel bus shelters scroll over, changing posters from time to time?
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I believe you also can’t put a promotion CTA in the Cover Image.
Virginia 1, Tim 3.
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Just as well I invented the Internet in Australia first.
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Pissing myself laughing.
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Hi Guys,
I just want to thank you for your valuable free advice. We have taken it on board, as usually I know you would charge your clients a pretty penny for the same.
Tim, my friend, I know you had trouble seeing the instagram camera with your glasses off. My gift to you is I’ve enlarged it.
Now for the results after 5 days. Hard core facts as opposed to fluffy opinion:
Repost – 754. New followers 795. Gaining momentum.
Benchmark data against other cosmetic competitors globally – using instragram promotions. The results are impressive and 22 days to go.
Tim to answer your question above – I guess our female audience does understand instagram.
Pop over for some tea and scones, I can give you a quick course so you don’t confuse it with FB – as no matter your age we will have you using it in no time.
And thank you for the blast – it’s helping the instagram competition gain more traction with women in media entering, great added value!
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Debates about how a ‘repost & win’ campaign on Instagram does anything for brand equity, imagine how many entries you’d get Virginia if you simplified the user journey:
1) I see a billboard when I’m catching the bus.
2) I go to Facebook on my phone and search for Rimmel London AU
3) You can’t see Facebook apps on brand pages from your mobile so I search through the newsfeed to find a post that tells me what I’m meant to do.
4) I find a post with a link to Instagram but then when I click on the link from my phone, it takes me to the web version of instagram that I need to sign into
5) I find the image and screenshot it
6) I then post it to my own profile with the relevant #tag, etc.
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Virginia.
How many sales have you gotten as a direct result of this campaign? As far as I’m aware, number of reposts/followers means sfa in terms of $?
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Live scrolling media feeds on outdoor would have actually been interesting – I’m sure it’s probably possible. This execution, however, is not interesting at all. And to make some claim about it is just purely embarrassing.
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yawn -sounds like a beat up to me on new things in old media – saw an ad for a website on the TV the other day sort of thing….BTW why is virginia sounding so condescending? Would have thought being nice was easier (and so much better).
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@Virginia – a little tip, and yes, it’s free. Client’s don’t like a ‘voice’ defending their brand that is snooty, sarcastic and childish. And one they didn’t ask for. One that that is only speaking to defend its own interests, not that of the brands.
If I was ‘rimmel’, I’d ask to have you removed.
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Go Virginia,
That’s the way to engage with an editor. If he doesn’t respond to you being a smart arse you can always sue!
That’s what mum reckons anyway.
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