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SUCCESS STORY

How to promote the lipstick Unlimited Double Touch?

An augmented reality Instagram filter to test the Unlimited Double Touch lipstick for its 10th anniversary

The challenge

For the 10th anniversary of the Unlimited Double Touch lipstick, Numberly and KIKO have set up a specific social media campaign with an augmented reality Instagram filter.

The objective of this campaign is to leverage the event that this 10th anniversary represents in order to increase awareness of the Unlimited Double Touch lipstick and audience engagement, in particular through the acquisition of new subscribers on the brand’s social networks.

The solution

To meet the objectives, Numberly and KIKO focused on 4 channels: Facebook, Instagram, TikTok and the SMS channel.
The communication was done via different ad formats:

  • Static images, videos and carousels on Meta and TikTok
  • Redirection of ads to Instashop for TikTok and to KIKO’s Instagram page for other platforms
  • An Instagram filter created by Numberly’s designers, which aimed to provide a truly immersive customer experience. The filter allowed users to test the 10 shades of Unlimited Double Touch lipstick in real time and on their face, via the phone’s front camera.

To support the natural virality of the filter’s use on Instagram, several influencers spread the filter by demonstrating the filter on video themselves.
Leading influencer Maya Ahmad, a Dubai-based content creator with a following of over 1.2 million followers, showcased the shade range by putting on a different shade of lipstick every day for a week to demonstrate the range of shades available for different occasions of the week to her audience.

The month-long campaign was targeted in six Middle Eastern countries: United Arab Emirates, Qatar, Kuwait, Lebanon, Bahrain and Oman.

Results

This campaign was a real success on all activated marketing channels.

On Meta, 62.17% of the potential target on Meta was reached via Instagram and Facebook, and the campaign generated over 400,000 engagements.

Regarding the Instagram filter:

  • Organic reach and opens were very high as almost 80% of the filter’s users came from natural traffic.
  • The filter had the best click-through rate of the campaign.
  • The average time of use of the filter with natural traffic is 21 seconds.
  • The cost per click was 50% lower than the average of other KIKO campaigns over the year.
  • 10% of filter users took a screenshot.
  • In total, 123,644 people tried the filter, thanks in particular to the virality generated by users and boosted by influencers.

On TikTok, the click-through rate is higher than the average observed on Facebook, and the CPM was particularly low and therefore allowed for a wide distribution.

As for the SMS, we observe a good reactivity of the targeted audience since one person out of ten clicked on the link contained in the message.

The success of this campaign is reflected in Kiko’s shops, where the Unlimited Double Touch lipsticks were out of stock in all the countries where the campaign was active.

Key features

10 %

of filter users took a screenshot

50 %

lower CPC than other KIKO campaigns this year

400 K

engagements on Meta ads

21 s

is the average time of use of the filter

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