RIMMEL
Global Content Strategy
Global Content Strategy
Rimmel came to me with a challenge. They had recently worked on a new, more modern brand equity which was great. They were executing this in their traditional TVC creative for TV, OOH and digital ads, but they then ‘repurposed’ this across their content channels, and they knew it wasn’t working.
They wanted a robust content strategy that they could deliver globally to all of their markets to allow them to be better storytellers and drive consistency across global channels. They also wanted to up their TikTok game.
This was my dream brief! Here’s what I did…
Strategy
To be able to create meaningful content, you have to start with the why. What are you trying to achieve and what does this mean for your business. Once I had solidified this, I fused this with user behaviour and trends amongst the target audience - how they are using channels to consume and to shop, what the audience wants from brands and what is resonating and having impact.
Channel Strategy
Not every channel you play on should have the same game. Audiences are different, user behaviour is different and consumption is different. To ensure that we could deliver on our content objectives for the brand, I worked up a robust content strategy across all the different channels that Rimmel was and wanted to play on - including all the different functionalities in instagram - what you create for reels should have a different purpose to that of video and stories.
Content Pillars
Rimmel has numerous different places that are important to play - they have London energy heritage, they want to be culturally relevant within the beauty space, they have a large portfolio of products and their mission is to celebrate individuality. I created five content pillars to be able to deliver on the messages and also ladder up to the objectives for content. I also looked into content archetypes that they should be delivering one.
Creative Formats
When working with a global brand, consistency and speaking the same language is important. So, I believe in the importance of repeatable content formats to deliver on this. I concepted no less than 51 formats to be used across their channels. Each laddered up to the five content pillars and the different content archetypes. More than that, I created formats that would allow them to capture content on their TVC shoots with talent, influencer formats as well as TikTok first creative. Each with their own individual concept name and references to bring these to life.
Tone of Voice
Rimmel had worked hard on their brand equity, but their tone of voice had not been worked up. I worked on bringing this equity to life through words - defining the TOV, a TOV strategy with copy examples, a how we talk, what we talk about, a word glossary, an emoji glossary, language consistency, a style guide and a guide to moderation - including a following strategy, how to engage with the community, how to activate UGC and a robust cultural moments calendar that included everything from big global moments all the way down to the exciting launches Netflix are coming out this year that will have impact on the cultural conversation for this audience.
Playbook
Strategy and concepting is all very well and good, but to make this a practical piece of work for the markets, we needed to deploy a super robust playbook. And this playbook was robust. Everything from detailed how to play guides for each channels, ensuring everybody knows how the algorithms work (for now) and the importance this has on content that you create, how to drive to ecomm purchase, what music to use on videos, the content creation structure at Rimmel between global and local and much much more.
Campaign Content Strategy
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Campaign Content Strategy ⋆
Match Perfection Campaign
Match Perfection is one of Rimmel’s hero products. And while it wasn’t a new product, it had been refreshed with new packaging and more shades in the range. For the launch, they had created a big TVC campaign featuring Adwoa Aboah.
Their brief to me was they want the world to see Rimmel London as cool again, they want their customers to feel that Rimmel London is a brand that understands their need to be individual and they want them to become part of the Rimmel community and buy Match Perfection. I attacked this brief in stages.
Audit
I audited their channels and the content and pulled out insights and findings to address in the strategy
Programme Strategy
Created a narrative journey breaking down each phases intention and key messages and a CTA strategy. This broke down further into a channel strategy a content strategy for this campaign which delivered their campaign content architecture.
Creative
I then concepted content formats and ideas for every channel throughout the narrative journey that delivered on the campaign objectives and the desired consumer actions. Each of these could be created on their upcoming second shoot day for TVR as well as through in house creative.