While passing by Times Square, New York a crowd caught my attention. The crowd was looking at a large led screen, and waving at it.
I stopped to check what was going on. It was Revlon “LOVE IS ON” Instagram campaign that captures the love of the couples in the crowd standing in front of the screen on Times Square, New York. For the first time in 10 years, Revlon launched its campaign with a tagline “LOVE IS ON” inviting the fans to upload their love moments on Instagram using the #loveison.
Check out the video I took.
The campaign aims at spreading the love and awareness about Revlon cosmetics products especially the lipstick. It was also accompanied by a CSR Million Dollar Challenge to raise funds for women health causes.
What a beautiful marketing campaign! It relates offline and online and encourages fans to check out the revlon social media for their photo. They will also be encouraged to post their photos and #loveison for a repost on the official website of revlon.
Below is the official trailer of LOVE IS ON Campaign by Revlon
https://www.youtube.com/watch?v=MtnyeAjewkY
The cosmetics company Revlon was criticized for sexual discrimination when reposting the photos of the fans under the hashtag #loveison. Revlon only featured straight couples.
Here is an example of the criticisms: Shocking for a company that has always been ahead of the curve, especially when it was the first American cosmetics company to feature an African- American model, Naomi Sims, among other actions.
Regardless of the criticisms, I personally think that the campaign rocks!!! From a marketing perspective, the reposts are a great idea, they give credit to the fans. It would be great to see similar interactive marketing campaigns in the region for a change. Not exactly the same (there won’t be any creativity if you copy and paste it!), but similar campaigns which relate offline and online.
What do you think of the campaign?
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