Clinique
Since its inception, Clinique has maintained its position as a leading cosmetic retailer for over sixty years. Coining the modern-day skin care regimen, the brand continuously offers value by producing premium products that revolutionize women’s skin through three simple steps: cleansing, exfoliating, and moisturizing.
Single Compelling Thought
74% of consumers are turned-off by a brand when their content isn’t personalized. How can Clinique promote new products while advertising imagery that feels authentic and impactful?
Strategy
Capture visuals of water beads to promote the weightless hydration properties in Clinique’s new Dramatically Different Hydrating Jelly and to relay its unique water-jelly texture. Use a model, and shoot photos in a tasteful shower setting to position the product, not just as an effective facial product, but also as “her” go-to moisturizer for resilient and rejuvenated skin.
Execution
Create a mini-series of digital social content to live exclusively on Instagram.
Wins
Content acquired an 8% engagement rate. (Average engagement rate across all industries on Instagram is 1.22%.)
“Take the Day Off” Video Campaign
For breast cancer awareness month, Clinique hosted their Take the Day Off challenge to raise money for the cause. The legacy skincare brand pledged to donate $10 for each social media post of a woman removing her lipstick, so we collaborated on an influencer campaign to spread the word.
Single Compelling Thought
1 in 8 women will be diagnosed with breast cancer. Knowing this issue impacts so many, how can we leverage the insight to bring more exposure to Clinique’s campaign?
Strategy
Create an emotional appeal to audiences by honing in on the fact that breast cancer is the second most common cancer among women. Produce video content to cultivate higher engagement.
Execution
Style + shoot static images to promote Clinique’s Take The Day off make-up remover and Dramatically Different lipstick, in addition to producing a 25-second video that conveys how simple it is to support the cause. Post content throughout the month of October.
Wins
Social campaign garnered thousands of posts, prompting Clinique to write a check of $250,000 to the Breast Cancer Research Foundation.