#StartBetter: Clinique’s first-ever social media-centric global campaign.

Clinique was known for its simple, striking print ads, however, the brand needed strong, social-first concepts to engage fans on social. As the Creative Director (copy) for the brand’s evergreen content, I led the social creative teams and designers in the expansion of the “#StartBetter” campaign. We successfully amplified the video with real-time fan responses transformed into art, launched an extensive influencer campaign, and created personalized content across Pinterest, Instagram, and Facebook.

The social campaign supported the manifesto (below) by the talented duo, Lucas Shanks and Will Montgomery.

Real-time fan responses

We turned fan responses into unique animations thanks to quick concepting and even faster execution by the teams.

Influencer activations boosted engagement.

We partnered with influencers to bring some contemporary flavor and help demonstrate the brand’s creative energy. This extended to launching the brand’s first campaign across Pinterest.

#StartBetter Campaign results

• 97% of women who saw the campaign indicated they felt the brand was more relevant to them.

• Clinique saw a 240% increase in social brand advocacy and 33% rise in purchase intent.

• Total of 284K impressions.