Launching an OMG lipstick to a tough crowd
With the launch of POP – a funky new range of affordable lipsticks – Clinique needed to move away from their sophisticated older heartland and appeal for the first time to a Millennial audience.
Ad-savvy, technically literate and demanding, we had a tough audience. And with a big credibility shift to kick off, we knew we needed to do more than vanilla fashion advertising. Partnering with Cosmopolitan and Instagram, we launched #LipPic, a social and experiential competition to find the new lips of the brand, and used the lip selfies our audience sent in to create a high-impact digital out-of-home launch campaign.
The POP launch exceeded all expectations, smashing Clinique’s sales target by 60%.