Revlon creates video tweet on Vine

With an objective to promote the food-proof lipstick visually, the campaign uses a custom vine video (a six-second video tweet) on Twitter.

Cosmetic brand Revlon has used a Twitter video to launch the new product from Revlon: ColorStay Ultimate Suede Lipstick range. The brand has used Twitter's Vine platform for launching the campaign. Vine is a video platform launched by Twitter which has brief videos (six seconds or less) as tweets.

Conceptualised by digital agency VML Qais-India, the campaign promotes a 'food-proof' lipstick, visually. To achieve the objective, the agency created a custom vine (a six-second video tweet) for Revlon to induce trial of the product and communicate the very unique USP of this lipstick.

The video shows two lipsticks fitted as clock arms, highlighting the round the clock feature of the product. The video ends with a text that reads 'Food-proof, all day colour'.

Speaking to afaqs! about the brief behind the campaign, Shyama Puliyanda, senior business manager, VML Qais-India, says, "The brief was to create an engaging and exciting campaign across Facebook and Twitter to promote the new product being launched by Revlon. The product is unique from other long stay lipsticks in the fact that it is actually food-proof and we wanted to find an innovative way to present this to our consumers so that it would be engaging as well as memorable. That is why we decided to develop a Vine video. As it would be one of the first in the Indian market, we knew it would definitely get mind share from our consumers and followers."

The Vine video is just one of the components of the campaign. The brand also created a virtual "Fashion Show" called the Ultimate Suede Show on Facebook. Here, the brand revealed the product to its 550,000+ fans on the platform. The agency wanted to find an innovative and engaging way to tell Revlon's Twitter followers about the USP of the new product that has been launched.

So, does Twitter's Vine provide a good platform for video ads? Puliyanda says that it really depends on how a brand uses it. "Vine is also a great platform to curate videos from consumers as essentially it is a do-it-yourself (DIY) format. Anyone can create a Vine using their smartphone. A Vine video has the same shelf-life as a tweet. How you use it across all your other social platforms makes the difference," she adds.

In combination with all the other activities done for the product on Facebook, the product was also promoted through a Twitter contest with the hashtag #beatthesuede, which helped to drive home the product USP of "Food Proof", the agency claims.

VML Qais is a full service digital agency so far based in Singapore, and had launched its India operations with its office in Mumbai in 2012. VML Qais is the Asian arm of the VML Network, WPP Group's pure play digital agency network and a strategic partner of Y&R Advertising.