The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Advertising Revlon WhatsApp

Revlon Professional UK launches WhatsApp Broadcast List by Cult Ldn

Author

By Jessica Davis | Consultant Journalist

May 10, 2017 | 3 min read

As an industry first, Revlon Professional UK has launched a brand update and industry alert service on messaging app WhatsApp, in its first campaign led by creative agency Cult Ldn.

Leveraging WhatsApp's Broadcast List functionality, the initiative aims to establish the most creative and collaborative network of hair professionals by delivering bitesize brand updates, industry alerts and interactive challenges direct to users' fingertips via the messaging app.

With email fatigue reaching an all-time high, WhatsApp provides an innovative platform through which to engage salon owners and stylists on a 1-2-1 basis via their mobile device, which they access throughout the working day.

Cult Ldn co-founder Bridey Lipscombe, believes Broadcast will help bring hair professionals and their partners together to educate one another, stating that “Broadcast is to drive collaborative learning with Revlon Professionals, so they remain nimble and reactive in their industry and their work and it will allow Revlon Professional to develop personal relationships and maintain transparency through collaborations.”

Subscribers to the service can expect unique content from brand ambassadors, trend reports and industry insights, early bird access to product launch and event information, tutorials and how-tos, salon news and updates alongside monthly community competitions.

Lipscombe adds: “Revlon UK and Ireland salons host a huge creative network of professionals, most of whom spend their day creating on the salon floor. The Revlon WhatsApp broadcast allows us to share breaking news, products, trends and opportunities for the professionals to showcase their creativity instantly with them as they work.

“The professionals are also able to provide us with their feedback and creative recommendations via WhatsApp enabling us to better support and work with this network in a seamless manner. The service a first for this industry Globally and will evolve over the year to ensure it continues to add more value to our creative network of salon professionals.”

Cult Ldn is based in Whitechapel, London and works with clients such as Royal Albert, Agent Provocateur and Frankie and Bennys.

They will be hosting their next insight event, ‘Artificial intelligence vs emotional intelligence’ on 24 May.

Advertising Revlon WhatsApp

Content created with:

CULT

Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

Our innovative campaigns deliver authority, personality and relevance for our clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended our creative remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.

The business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in the year. Cult have recently appointed a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to collaborate on Cult Futures, their new insight and incubation program.

Clients include :

M.A.C Cosmetics, ELEMIS, Nike, Burberry, Sally Hansen, GHD, Kopari, Rodan + Fields, Amazon Fashion, Pepsico, Umbro, St. Tropez, Revlon Professional, FarFetch, Sarah Jessica Parker Fragrances, Agent Provocateur, Royal Salute, Kurt Geiger, Tod's

Awards include :

2018: Shortlisted Campaign's Independent Agency of the Year, The Drum Independent Agency of the Year Top 100 2017: The Drum Network Social Media Agency of the Year 2016: Brand Republic Agency of the Year 2015: BIMA Hot 100 (Agency Co-Founder Listed), Digital Mavericks, Top 10 (Both Agency Co-Founders listed) Clio Image Awards, Experiential (winner)

Find out more

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +