DIGITAL & PR RIMMEL LAUNCH

 Rimmel’s launch of it's new mascara 'Scandal Eyes' was big news for the brand, I was briefed to create a digital and PR concept that would bring the ATL to life in a new and exciting way, engaging the target audience and create social conversation. Their new ambassador Cara Delevingne was as much of a focus as the new product so I had to seamlessly bring these two key elements together creating a wow moment that would create PR.

My idea was to create digital pre-awarness before the launch. Consumers who are largely on social media would be able to hunt down Cara's eyes which where hidden across social media and also around London. The idea being that from people’s engagement via Instagram we would send clues on how to break the safe. So that on the live day, people could come down and try and break the vault to win Rimmel prizes and get exclusive pre-sale samples.