Buyer Decision Questions from a Revlon Customer

  1. Is Revlon a good quality foundation?
  2. How much does it cost?
  3. How do I know what it will look like on me?
  4. Where can I buy it?
  5. What does it look like on other people?
  6. Are other people happy with it?
  7. Is it trendy?

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What ideas should we test in paid social?

Once we get a handle on who we’re talking to with our ads, we determine what we are going to say in the ads. This focuses on the key value propositions of the product and addresses those key buyer decision questions above.

At Primer, we’ve tested thousands of ads and through our learning, we have developed several themes that we know are successful at driving conversions for our direct-to-consumer partners. For Revlon, we chose to use the “vs. the competition” theme because we saw that they have faced “increased competition from new brands like those backed by celebrities such as Kylie Jenner's Kylie Cosmetics and Rihanna's Fenty Beauty.”

In this theme, we position Revlon’s foundation directly against the competition. In this case, it’s the “trendy, celebrity brand.” Fortunately for us, Revlon has a lot going for it. Here’s what we came up with.

Image Ads That Answer Questions

For our hypothetical ad campaign, we created two images, two videos, and a landing page. Of course, if we were really partnering with Revlon, we would significantly increase the volume of tests we’re running tailored to hit their goals.

This should give them something to get started with.

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Here’s why these image ads work:

  • They directly contrast the Revlon foundation against the “trendy, celebrity brand”
  • The headline speaks directly to the target audience using “dupe” and addressing the concept that Revlon could be considered an “old” brand head-on
  • The testimonial image gives a great customer quote about having tried other brands and always coming back
  • A longer testimonial tends to stop users from scrolling to read a bit more (note: this doesn't work as well with brand copy, but it does work when it’s a customer talking)
  • The five stars visually reinforce the testimonial

As a bonus, we also made them this gif:

https://goprimer-1.wistia.com/medias/2g01hbfbu6?embedType=async&videoWidth=381

Video Ads For Instagram and TikTok

These two video ads are designed to feel native in Instagram and TikTok, positioning Revlon as the trendy foundation that wins over millennials’ hearts and budgets.

https://goprimer-1.wistia.com/medias/psat1syox4?embedType=async&videoFoam=true&videoWidth=3

https://goprimer-1.wistia.com/medias/7z2eulr5dx?embedType=async&videoFoam=true&videoWidth=3

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Here’s why these videos work:

  • They are fast-paced, grabbing attention from the first frame
  • Trendy, upbeat music feels native to the platform and entices you to keep watching
  • Native-style text treatment makes it hard to distinguish if it’s an ad
  • Opening copy “hooks” (e.g. Why millennials are switching to Revlon) grab attention  
  • Keeps Revlon branding to a minimum, again tapping into the organic feel of the platform
  • Directly positions Revlon against the competition

A Landing Page Designed to Sell

Landing pages are an often forgotten part of the conversion rate optimization (CRO) process. However, they can hold just as much value as the ads themselves in improving conversions and cost per acquisition (CPA).

It would be so easy for Revlon to run an ad campaign that leads to their website (which is pretty good, we think), but when you pair a landing page with ads that are focused on answering all of those key buyer decision questions, that’s when you find yourself with those smokin’ hot CPAs (the kind that I think the Revlon team would get excited about right now).

So, to help out, we built out a fully functioning Revlon landing page. You can check it out here.

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Why this landing page works:

  • The landing page continues the “vs. the competition” theme from the ads - what the user sees in the ad is being continued in the landing experience
  • User testimonials and press logos validate the quality and trendiness of the product - two core buyer questions
  • The page walks you through how you can try on the foundation and make a purchase
  • Customer images validate the trendiness and popularity of the product
  • CTA buttons are included throughout the page
  • The price is included in the CTA button - reinforcing the key value proposition of price in every section

Test More, Win More

We don’t have insights into the real marketing strategy of Revlon, nor do we presume to know the real challenges they face, however, we can see the mountain of opportunity that awaits Revlon ahead. With such a vast consumer base, there are so many testimonials, user images, videos and experiences that can be incorporated into powerful paid social advertising campaigns.

The best way to learn what works is to keep testing.

We hope this inspired you. If you’re looking for more inspiration, we invite you to check out any of these resources:

Looking for more growth marketing help? Primer delivers conversion-focused images, video ads and landing pages within 2 - 4 business days through our On-Demand platform for marketing creative. For brands looking to scale quickly, Primer also offers managed growth marketing services through our full-service agency. To learn more, book a complimentary growth consultation.

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