Rimmel London

Wake Me Up!

Are you a morning person...? Who is?! To celebrate the release of Rimmel London’s new Wonder’full ‘Wake Me Up’ Mascara we created new ways for beauty fans to kickstart their day by catching up on the latest beauty trends. It’s time to #WakeUpWithRimmel.

We created a strategy around how mascara fits into your morning routine. Each content piece brought the brand into a ‘real-time’ social space, posting exclusively in the morning and sparking conversation.



A key part of the campaign was social influencer and blogger outreach and we collaborated with Zoe Newlove to create a beauty look that communicated the product benefits.

Social content

We shot and produced a series of social posts to help drive traffic to the campaign video and campaign hub. The series focused on different morning routines, featuring an aspirational lifestyle setting and a consistent visual aesthetic to link them all together.

We woke up like this...

A photo posted by Rimmel London UK (@rimmellondonuk) on May 26, 2015 at 2:23am PDT


To continue the product story and drive traffic to the brand site we designed and built a bespoke campaign site.

With full screen videos and exclusive content found only on the page, the site gives fans a chance to explore and delve deeper into the world of Kate Moss and Wake Me Up Mascara.

Behind the Scenes

All photography was shot in house at Catch and the video story was shot on location in London creating an imaginary Rimmel girl / Zoe Newlove bedroom.