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Rimmel London’s mobile ad spend has surpassed its investment in search for the first time, as the cosmetics brand positions the channel as the backbone to its digital activity.

Rimmel London, which targets 16-34-year old women, doubled its investment in mobile for 2010 and is planning high-profile, mobile-based campaigns before Christmas.

According to Alex Newman, head of mobile at Rimmel London’s media agency OMD, “Mobile is now a part of every campaign.”

He said, “The aim is to create brand advocates who will influence their friends and can spread the word. Mobile is the primary channel for this. We’ve had more than 17,000 sign-ups to the Rimmel VIP club…and we have 6,000 visitors a month who come straight from the Rimmel Facebook page and then type ‘Rimmel’ into their mobile browser to go straight to the mobile site.”

Campaigns are linked to social media channels Facebook, Twitter and YouTube, which this audience accesses primarily through mobile, according to Newman.

Rimmel London will launch campaigns for its Max Bold Curves mascara, Match Perfection foundation and Lasting Finish Lipgloss, featuring ‘snackable’ video content showcasing new looks and celebrity trends.

“Snackable video content gives women a chance to talk about the products on Rimmel pages or share through social networks, which also provides an opportunity to feed back to Rimmel,” said Newman. “Social on mobile is a great way to engage our target audience.

The current mobile campaign has had click-through rates of 4.5% on the 3 network, and 1% on Orange, according to Newman.

Rimmel owner Coty’s total online ad spend between September 2009 and August 2010 was £223,222, according to Nielsen Media Research.

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Published 21 October, 2010 by NMA Staff

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