For this we devised an accessible campaign that was perfectly suited to the Dutch audience and fan base. From the global campaign, #ByeByeLashCurler was implemented in combination with the product’s USPs.
For the Dutch market, we made a translation of this in the form of a teaser video in which male model Matt called on Dutch consumers and Rimmel London fans to say goodbye to their eyelash curlers. By posting a photo of your eyelash curler online with the tag #byebyelashcurler, you put yourself in the running for a visit from Matt and a Rimmel London goody bag with the new 24H SuperCurler.
In addition to the teaser video, we strengthened the campaign with photo content and influencer marketing. The campaign reached a total of 2,012,405 Dutch consumers, 990 of whom placed a photo online of their eyelash curler. A total of 14 girlfriends, including some influencers, received a visit from Matt and a Rimmel London goody bag.