Wake Me Up with Mascha

Rimmel London

Wake Me Up with Mascha

Mascara is the ‘hero’ for beauty brands. In summer 2015, Rimmel London launched the ‘Wake Me Up’ mascara. It’s a unique mascara with the scent of cucumber, full of vitamins for full and voluminous lashes. So it’s the perfect start to your day!

In collaboration with Coty Benelux, Dorst & Lesser developed the ‘Wake Me Up’ campaign for this ‘hero’ together with the Netherlands’ greatest beauty influencer, Mascha Feoktistova (Beautygloss). Using a Facebook app, Rimmel London’s fans could share their ultimate morning ritual and be in the running to win a Rimmel VIP class with Mascha.


The result

With various social media messages, we encouraged consumers to share their moment and their participation via Facebook and Twitter. There were 11,435 visitors to the platform, and one lucky winner was chosen to receive the Rimmel VIP class from Mascha.


The Rimmel VIP class was recorded by Mascha and a professional camera crew and disseminated to the target audience via social media. More than 60,000 fans came into contact with this video and responded positively to the product and the unique collaboration.

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