Market research showed that Rimmel’s direct competition for matte foundation was the preferred choice among their key demographic. They tasked us with converting these users and capturing credible reviews. During 1 week, over 21,000 girls entered the contest via the Rimmel London Facebook page for the chance to take part in the 1-week trial, the Stay Matte Challenge.
We created the ‘Stay Matte Challenge’. Approaching girls in the street as our initial challenge guinea pigs, we asked them to come back a week later to film their results.
With an e-marketing push and a dedicated app on Facebook, users were asked to watch our video and register to take part. Those who were chosen we’re encouraged to send us their product reviews.