Solution
Managed Services, Upper-Mid Funnel Campaigns and an interest Audience
To help Revlon Professional meet its challenge, a three-pronged solution was proposed:
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Managed Services and a new platform. Revlon Professional is a brand that is very open to trying new platforms, so our team of Paid Media campaign management experts proposed launching a campaign on Pinterest. In addition, a new format was also chosen: full-width video, to capture the attention of professionals and tell a story with visual appeal.
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Upper-Mid Funnel Strategy. We focus on campaigns with Reach, Video Views and Traffic targets to grow reach and brand awareness among professionals, and drive more traffic to the brand's websites.
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Interest Audience. As mentioned above, the challenge with Revlon Professional was to impact a very specific audience oriented towards the purchase of hair products. To find their perfect audience, Interests were used as a precise targeting tool for the ads. Interests allow you to reach users based on the topics they like, and appear to them when they browse their home feeds.
As this was a new platform for Revlon, estimates were made based on the strategy that was set out on Pinterest and the results were better than planned: +298% total video views and -50% cost per video view.
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