Rimmel
#KindandFree
Qulture produced a 360 TikTok campaign for Rimmel London’s first clean makeup line. The #KindAndFree hashtag challenge activated a diverse cast of 14 TikTok creators to debunk clean beauty myths and launch the latest Rimmel franchise.
By strategizing three separate phases – tease, launch, and sustain – we were able to activate different creators who each had different interpretations of the #KindAndFree campaign pillars and create long lasting dialogue and engagement on the platform.
Creative Direction
Creator Casting & Art Buying
Content Production
Services
Over 4.6B views of #KindAndFree hashtag, 10.4M+ video views and 226K+ likes. 13.7K followers gained over the course of campaign
Results