Cutting through the clutter at the beauty aisle to launch new products
Campaign Goals
Rimmel London was looking to drive awareness of the Rimmel London products suite and encourage shoppers to seek them out at shelf, cutting through the clutter of the beauty aisle to drive purchase and gain consumer insight.Shopkick Solution
Shopkick first leveraged in-app content to build awareness of Rimmel London products and influence perception of Rimmel as a top beauty brand. Next proximity messaging drove to store and kept Rimmel London products top of mind while consumers were out shopping and when they entered the store. Finally, Shopkick drove ‘trial-in-aisle’ direct product engagements with multiple Rimmel London products while shopping, driving proven incremental conversion through purchase validation.
Results
Rimmel London built awareness, drove users to discover its products in-store at crowded shelves, stayed top-of-mind and captured major share of wallet from other beauty brands.38%
of purchasers had never used Rimmel London products
14%
Share stolen from a competitor
5:1
ROI
