#LoveIn3Words Branding & Campaign

The brief:
Bring Revlon’s brand position of “love” to the masses.

The solution:
With the goal of unleashing the power of “love” to the masses, we developed #LoveIn3Words: a program encouraging people across the world to share what love means to them in just 3 words.

#LoveIn3Words launched with 10 million custom-branded Amazon boxes shipped nationwide. We also created original content to bridge this offline experience with the online one. And to make sharing as easy as possible, we built a UGC generator that lived on the campaign microsite alongside a feed featuring thousands of live user posts.

With a little help from Revlon’s influencer network, including newest brand ambassador Gwen Stefani, the campaign helped kickstart an outpouring of love across social media -- so much so that the Revlon team saw an opportunity to expand the program into an even larger initiative called The Love Project. This culminated in an Oscars TV Spot featuring Lady Gaga, Pharrell, and Ellen sharing their versions of love before Pharrell poses the question “what are your #LoveIn3Words?”

The campaign generated huge buzz and drove the creation of over 10 thousand pieces of original user generated content, as well as earned media from publishers like Bloomberg, Nasdaq, Forbes, and BizJournal.