[ INSPIRING YOUNG WOMEN TO LOVE THEIR LIFE AND THEIR SKIN ]
3 THINGS BEFORE 30
Our challenge was to target a younger audience of women, driving awareness of Clinique’s 3-Step Skincare Range. We recognised that the under 30s were obsessed with the now and that turning 30 was a milestone event by which wider achievements in life are measured. We developed 3 things to do before 30, a 6 month digital campaign built by our audience for our audience. At the heart of the campaign was a brand ambassador programme designed to maximise WOM and populate a dynamic, UGC mini-site, fully integrated with social media platforms. Featuring entertaining lifestyle content with product information and promotions, created an ever-evolving platform to build and retain influencer engagement.
CONCEPT + CAMPAIGN IDENTITY
UGC WEBSITE DESIGN + BUILD
6 MONTH SOCIAL ACTIVATION
Identified as a case of best-practice and rolled out to 7 International markets. We recruited 50,000 influencer sign ups to the ambassador programme, who created over 600 pages of UGC content and uploaded 120 videos. Sales increased by 6.7% over the course of the campaign.