#StartBetter: Clinique’s first-ever social media-centric global campaign.
The campaign featured a brand video inspiring fans to share how they’ll #startbetter. As the CD for the Clinique social platforms, my team and I amplified the video with real-time fan responses turned 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.
Clinique Social Relaunch across Pinterest, Instagram, and Facebook
Clinique needed to overhaul its social strategy and appeal to a younger audience of beauty mavens.
As CD, I helped take Clinique from where it was (right) to a brand with social smarts, captivating content, and greater fan engagement.
The result (below) was made possible with a new tone of voice, a clear visual approach, and a fresh content strategy.
