REVLON: #eyespy
Creating an eye catching, NYC inspired, scavenger hunt.
With Revlon looking to run a campaign for their PhotoReady Eye Shadow palettes, we took to Instagram to run an engaging, photo scavenger hunt that pulled inspiration from the names of the eye shadow palettes and connected them with some of the most visually stunning places in NYC.
Role: Creative Direction
How it works:
Connect the palette to a location. If you guess the correct location, you’re entered to win a chance at getting the collection of Revlon PhotoReady Eye Shadow palettes.
Example:
Product - Revlon PhotoReady Eye Shadow, Avante Garde Palette
Visual Clue/Location - Fuerza Bruta (An off-Broadway show featuring artists and dancers performing on every wall and ceiling of the theatre.)
Post copy - People who go to a Broadway show watch actors on a stage. People who go to this show watch actors… on the ceiling. #eyespy
24 Winners announced in Instagram posts after the campaign launched.
Assets so nice we used them twice
After the grueling two day photoshoot across eight locations in NYC, we had a myriad of stunning shots to market Revlon’s eye shadow products, so we selected several other digital channels and launched the assets in those.
Interactive PhotoReady Eye Shadow Palette Creator
To follow up the campaign I designed a product that allowed you to manipulate the PhotoReady palette to add colors inspired by your favorite instagram looks. Revlon would select their favorites and produce them with a name inspired by the person, location or vibe.
RESULTS
Generated lots of engagement
Drove strong brand perception
Outpaced goal of 150k with over 1.2MM earned impressions
1.2K Likes
6,347 people participated in the scavenger hunt