3. Target: Female Millennial 18-34
“I would be willing to receive ads on my cell phone in
exchange for lower costs monthly.” [135]
“I love keeping up with celebrity news/gossip.” [141]
“I enjoy looking for new products.” [125]
4. Geographic Target
Key cities:
Los Angeles [130]
San Diego
Austin
San Antonio
Phoenix
Hispanic or Spanish origin [137]
6. Target Audience Media Consumption
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Total TV Desktop Online Video Mobile Magazine
Monthly Consumption
8. Timeline
January February March
• Mobile
• Television
• Magazine
• Mobile
• Television
• Magazine
• Digital
• Mobile
• Television
• Magazine
• Digital
• OOH
16. Mobile
Utilize social media platforms that deliver a visual experience
I love uploading pictures from the weekend with my
friends to social media
[173]
I’m constantly talking to my friends so I always have
my phone on me
[133]
17. Mobile: Instagram, Snapchat, Twitter and
Facebook
15 second ads
Ambassador Takeovers
Humorous Hashtags / Themes
Giveaways
18. Mobile: YouTube
Endorse brand through YouTube Beauty Vloggers
• Zoella - 11,359,656 subscribers
• NikkieTutorials - 5,860,375 subscribers
• Huda Kattan - 1,563,846 subscribers
15 and 30 second ads
I am drawn to products endorsed by the CELEBRITIES I like
[170]
YouTube Vlogger with Rimmel London Products
19. Mobile: Rimmel App
Increase awareness through the social media ads
Provide discounts to top voted crownholders
Promote contest through app
20.
21. OOH: Sponsored Concert
Partner with Condé Nast
Host concert in Los Angeles
Display Rimmel name and logo throughout venue
ScandalEyes Concert
Provide contest winners with free tickets
