Revlon rolls out influencer-backed campaign with Instagram sweepstakes

Brief:

Revlon debuted "I Can. So I Did," which features a digital influencer campaign and a social media sweepstakes that will give away $4,000 in prizes, including a trip for two to New York, per an announcement.
To enter the contest, Instagram users need to follow the @Revlon account and post a "throwback" picture that shares a proud accomplishment. Contestants need to include the #ICANSOIDID and #sweepstakes hashtags in the caption. The deadline for entries is March 31 and the winner will be announced April 1, per the sweepstakes rules.
The "I Can. So I Did." campaign features Revlon brand ambassadors Gal Gadot, Ashley Graham, Adwoa Aboah and Eniola Abioro shot by director Mario Sorrenti in 360-degree video and photos.

Insight:

Revlon can expand the reach of its "I Can. So I Did." campaign beyond its 1.8 million Instagram followers by partnering with brand ambassadors, who all posted mentions of the campaign in the past few days. The sweepstakes may help the campaign go viral on Instagram, which is a popular social media platform for fashion and beauty pictures among its 1 billion users, as people post their selfies and urge others to join the contest. Instagram is more popular among women than men in the United States. Thirty-nine percent of U.S. adult women said they use Instagram, compared with 30% of men, according to a Pew Research study of social media usage.

Revlon is among the brands that are running contests on social media. Procter & Gamble's Secret brand of women’s deodorant this month started an "All Strength, No Sweat" campaign that also asks women to share their inspiring stories on Instagram to enter a contest. Snickers this month launched a campaign on Twitter that gave candy fans a chance to win Creamy Snickers-infused flower bouquets, while Frank's RedHot asked consumers to tweet the red pepper emoji during the Super Bowl to win a variety of prizes.

Revlon's campaign arrives as the beauty company struggles to reverse declining sales. Sales fell 1% to $655.4 million during Q3 2018 from the prior year, but its operating income was $2.3 million, compared with a loss of $5.4 million a year earlier. North American sales were a bright spot for Revlon as international sales declined. The company planned to eliminate jobs as part of a cost-cutting effort, per The Street.