|The Art of FOMO: Inside Rimmel London's Snapchat Strategy
FOMO, the fear of missing out, is rife on social media. It’s also one of the secret ingredients powering Rimmel London’s success on Snapchat.
In the six months since the beauty brand joined the platform, it has been experimenting with live, exclusive content. Elodie Levy, global digital director at Rimmel’s parent company Coty Inc., said the team wanted to find a way for its big announcements to make waves outside of the U.K.
“Beyond the traditional press and bloggers, we wanted to reach the entire world,” she said. To do so, Rimmel has created “FOMO events” that are time-sensitive and contain content that appears nowhere else.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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