Best practice from OMD UK
Rimmel told OMD UK “Kate Moss is brilliant for our core audience of 18-30 women, but half our users are 35+”. Rimmel had no specific communications targeted at this demographic and as a result had found that their image was slipping. They wanted to demonstrate improvements against specific disposition statements, but activity in ‘older’ magazines wasn’t really making much difference.
OMD UK chose Mail on Sunday’s You Magazine for its scale and fit with our target audience - it’s 10x larger than most monthlies. They invented ‘Sophie’s Diary’ and ran 1/2 page advertorial/editorial columns every other week for 40 weeks. The campaign launched with 2 x teasers across the main paper and a page in You Magazine.
Sophie is a late 30’s girl about town who reports back on her trials and tribulations every other week. Sophie is juggling her finances, while trying to still enjoy life’s little luxuries – just the kind of character to whom You Magazine readers can relate. Sophie ‘wrote’ a regular column for You magazine designed to engage with the 35-54 age group.
In each column Sophie chats about a different aspect of her life and picks out a Rimmel product that has enhanced her day or helped her out of a cosmetic crisis(!), thus delivering the client’s requirements of frequent communication, demonstrating different product innovations and buying into the relationship of trust that You has built with its readers.
This was a distinctive media first in You magazine that proved its worth week after week. By mirroring the tone of the magazine in the design, OMD UK persuaded the editor to allow an ‘advertorial’ campaign to run in the front half – something previously never sanctioned.
The advertorial ran fortnightly next to the regular column, My Body & I. This is a high traffic page where female celebs talk about their health and beauty regime – perfect positioning for a cosmetic brand.
Originally the campaign was booked for three months, but Rimmel cosmetic sales were so successful that it was extended twice to a total of eight months!
The campaign met Rimmel’s requirement to improve perception of its feel good/look great vibe that is also great value for money.
OMD UK conducted pre and post research for Rimmel amongst the women 35+. The research confirmed a significant increase from 62% to 74% in women ‘happy to be seen using Rimmel”, and an increase from 78% to 86% in women perceiving Rimmel as a ‘fashionable brand.’
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