News
How Rimmel London Leverages Influencer Marketing in MENA
The global beauty brand Rimmel London and the reigning supermodel and beauty icon Kate Moss have recently introduced a special-edition lipstick collection to the market. The collection is inspired by Kate’s favourite red and nude shades and was launched this summer in London.
Rimmel London Arabia launched a marketing campaign to promote this special Kate Moss collection in the GCC and the wider MENA. The marketing campaign was a unique one as it involved teaming up with 4 of the biggest beauty bloggers and fashionistas from the region. This collaboration reflects the ever increasing ‘power’ of social media influencers in MENA. Numerous brands across the region have worked with many of them in an attempt to leverage their power through communicating more effectively with their followers. Screenshot from Instagram
For this campaign Rimmel London Arabia selected some of the biggest names in MENA’s beauty and fashion world who enjoy a massive following on social media, mainly on Instagram: Noha Style Icon, 3.7 million followers, Ascia, 1.9 million followers, Dalal AlDoub, 1.9 million followers, and Fatima Almomen, 888,000 followers.
The campaign’s main channel was Rimmel’s Instagram account. Each influencer produced a makeup tutorial rocking her favourite lipstick shade – Fatima looked fabulous in #117, my favourite! To increase engagement with the campaign Rimmel launched a competition where makeup lovers were asked to follow the brand’s account on Instagram and to tag their friends in the comments. 50 of those makeup fanatics were the lucky winners to receive a collection of Rimmel’s products, every girl’s dream!
Here are some of the key takeaways from this campaign:
Brand exposure
Rimmel ‘lipstick squad’ in MENA has a combined reach of 8.4 million on Instagram. By collaborating with these influencers, Rimmel succeeded in generating a high level of brand awareness amongst its target audience – something that’s extremely important in the competitive makeup market. Noha’s makeup tutorial has been viewed almost 200,000 times while Ascia’s received 43.2000 views. The below chart shows the sharp spike that influencer content has created compared to non-influencer posts.
Brand engagement
Beauty and makeup lovers in the region interacted with Rimmel’s campaign in high volumes. On average non- influencer posts on Rimmel’s Instagram account receive anything between 30-400 comments. Content pushed by Rimmel’s lipstick squad resonated highly with the audience. The competition that each of the influencers announced on their own Instagram account proved to be highly effective in driving engagement with the campaign.
Meltwater analysis: brand engagement – number of comments
The above chart shows the increased level of engagement with the influencer content. Noha’s makeup video generated a little under half a million comments (a whopping 462K comments, to be specific), making it the most engaged with post on Rimmel’s account for the region. Listen to my webinar for more tips and insights on how to master the art of influencer marketing.
Brand authenticity
Rimmel has made a smart choice by selecting these go-to influencers for makeup and beauty. They are young, beautiful, ambitious and inspirational. They are true makeup and beauty addicts and their accounts are filled with makeup tips, reviews and tutorials. These influencers review many makeup products across different brands and as a result, their involvement with Rimmel seems natural. This collaboration has helped build the brand authenticity needed when working with influencers.
Here are some observations re Rimmel London campaign:
The campaign was aimed at launching and promoting Rimmel’s special collection in the GCC and the wider Arab world. It was an interesting choice to team up with 4 influencers from the same country (Kuwait) for the same campaign. While these influencers enjoy a wide following across the GCC and MENA, a more diverse selection that reflects other countries and thus other tastes and styles would have been advisable. screenshot from Instagram
Surprisingly, competition winners were announced without the involvement of the influencers that invited them to participate in the competition in the first place. A long term approach and a bigger influencer involvement throughout the different campaign stages would be advisable to achieve a higher level of brand authenticity when working with influencers.
While Rimmel London Arabia runs a dedicated website targeting the region, influencer content produced for this particular campaign can only be found on Instagram.
Do you need to measure your brand impact and audience growth and engagement on Instagram? Meltwater can help. Request a free demo now.
Have a something to add? Drop us a line in the comment box below or on Facebook / Twitter
News
Amr Diab Gets Hacked on Twitter
Amr Diab’s Facebook page has announced that his twitter account has been hijacked by anonymous and now tweeting political.
Update: Amr Diab’s Facebook Page announced that “Amr Diab’s Twitter account has been restored successfully and you can follow Amr’s tweets normally now”
Amr Diab got hacked on Twitter
On Thursday 9th of Jan, Amr Diab’s Facebook page announced that Amr Diab’s Twitter account has been hacked by anonymous and now tweeting politics!
Amr Abdul-Basset Abdul-Azeez Diab (born 11 October 1961) is an Egyptian singer and composer of pop music. He was awarded the World Music Award for Best Selling Middle East Artist, three times: 1998 for the album “Nour El Ain”, 2002 for the album “Aktrr Wahid Byhbak 2001” and 2007 for the album “El Lillady”. Amr Diab also won The African Music Awards 2009, Big Apple Music Awards; Life Achievements Awards: Best Singer of The Year in 2009, and Best Male Act in African Music Awards 2010.
He is known as the Father of Mediterranean Music He has created his own style which is often termed “Mediterranean Music” or “Mediterranean Sound”, a blend of Western and Egyptian rhythms.
In The Mediterranean in Music, David Cooper and Kevin Dawe referred to his music as “the new breed of Mediterranean music”.According to author Michael Frishkopf, Amr Diab has produced a new concept of Mediterranean music, especially in his international hit, “Nour El Ain”.
In his analysis of The Very Best of Amr Diab album, Victor W. Valdivia of All music said: “His music melded traditional Arabic sounds and textures with Western rhythms and instruments. The mesh was dubbed Mediterranean music, and The Very Best of Amr Diab displays Diab’s superb skill in creating it.”
In 1997, he won three awards at the Annual Arabic Festival: one for Best Video, for Best Song, and for Best Artist of the Year. Diab received a Triple Platinum Award for the sales of Nour El Ain and a World Music Award in Monaco.
After the success of the previously shared overall analysis of Sherine’s new album “Ana Keter” and her social media presence, we decided to fulfill your requests with more details and additional insights.
The report is from Jan 15 through Jan 31, 2014; however, starting Feb, we noticed that Sherine’s team has enhanced and developed how they engage with fans on Facebook.
Still, there’s more to do; please review the slides below to know what exactly they are missing with recommendations.
Check out the report:
Key take-outs in 15 days after the launch:
- Album gained 11 million views in 2 weeks on YouTube
- YouTube Channel subscribers boosted by 90K subscribers in 15 days out of 127K total subscribers overtime
- Buzz reached 15K tweets/RTs since the launch on Twitter
- How do people talk about the album/Sherine on Twitter?
- People are sharing songs from YouTube & SoundCloud
- +90% positive sentiment on Twitter
- Sherine’s Twitter account is excellent at spreading the news about the album’s success.
- People are tweeting the song’s lyrics.
- Sarcastic tweets about Sherine & few songs (regular) - Almost zero negativity about the album
- Album teasers on Facebook created credibility for Sherine’s page, reflected in the page results after the album’s launch in the next 15 days with 92K Interactions & 312K New Likes.
- The album received tremendous engagement on the launching date of Jan 15. However, no posts for four days after the launch negatively affected the interactions.
Recommendations:
Sherine Abdel Wahab’s Facebook page would have received double or maybe triple new likes and interactions if the improved posts’ quality; please find below the points taken:
- Long updates with no extra value-added will lead to losing your fans’ interest
- The text-only format isn’t preferred, as it is well-known that they generate less reach than other content (Facebook announcement)
- A call to action is essential to generate leads & increase engagement
- Each post has to have its visual, audio, or video so you can attract/engage your audiences
- Understand the situation and act upon it, always be relevant to the time and avoid posting irrelevant content at the wrong time.
- Revise the tone of voice in future activities.
To recap - Overall performance is average to good - Enhance your content formatting - Improve the tone of voice on all networks - Be creative to engage your fans better - Be Consistent - Start your SoundCloud account.
News
Putin, Obama war on social media starts with unfriend on Facebook
New stage of the cold war, is it?
The Social media war between Putin and Obama started with UnFriend, this is the action taken by Russian President Vladimir Putin to end the Facebook diplomacy with American president Barack Obama.
The unfriending comes after an official White House update about the possibility of a US-Syrian war. President Putin revealed that Obama’s updates about the Congressional debate on a possible war with Syria have annoyed him.
After unfriending, President Putin update status on profile “Something I should have done a long time ago”
Also, He said to Russia’s Pravda News Service “President Assad and I, we are the Facebook friends. We like the same pages, we share pictures of cute women and all that. Obama needs to lighten up on there, it’s not for serious stuff,”
President Obama’s latest posts about the possibility of the war in Syria have been reported by someone and he received a warning from Facebook that he will be prevented from posting on his profile for 24 hours.
He has also commented “Really, Putin needs to grow up. If he didn’t like that [post], he could have just hid it from his news feed instead of creating all this Facebook drama,”
JOE BIDEN “Vice President of the United States” announced to reports that President Obama has signed into his Twitter account to unfollow Putin.
The turmoil generated between Putin and Obama over their dispute on the Syrian crisis. Expanded to reach the social networks
Putin and Obama on social Networks
The question now is, are we witnessing a new stage of the cold war between the two countries, will they continue the war online instead of the military tactics and old spy war?
It’s obvious that social media is really changing the game in everything, and now it’s taking over on a very high level.
Keep an eye on Digital Boom and we will keep you posted with more news and updates on the cold war and even more…
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