Clinique
A digital campaign for our audience, built by our audience
Brief
Clinique is a prestigious skincare brand positioned towards an older, more affluent audience. Our challenge was to help them connect with younger women in order to market the 3-Step System, a product which can help women under 30 keep their skin looking fresh and radiant.
Approach
We knew we had to deliver the right message in the right way to gain traction. It became apparent in Neighbourhood research that this generation is obsessed with the now and the age of 30 is seen as a milestone by which life satisfaction and achievements can be measured. We also discovered that this audience ally themselves to brands they can believe in. They also trust word of mouth more than any other media.
Solution
These insights led us to develop the concept of ‘3 things to do before 30’. We created a dedicated website, 3thingsbefore30.com, and recruited over 1000 social media influencers to join the site prior to launch. These Ambassadors were invited to trial Clinique’s 3-Step System and then share their experiences with the online community once it went live. The campaign was supported with banners and the UK brand’s first iPhone app.
Results
We connected Clinique to a new generation of users with a digital campaign created by that audience. The campaign went live in July 2010 and within the first 24 hours received over 20,000 sign-ups and over 1200 Facebook friends. We have 520 Ambassadors who have uploaded over 100 personal video diaries, creating 600 pages of content. The campaign delivered 50,000 unique visitors, with organic traffic double that of paid-for traffic. The 3-Step product saw a 6.7% uplift in sales. The campaign was quickly identified as a case of best practice by the Clinique global brand team and we’re now rolling it out to international markets.
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