Clinique launched new Pep Start range to appeal to 18-25yr old females. But this is an ad savvy, cynical audience who see Clinique as ‘mum’s brand’.
A standard above-the-line campaign (Clinique’s standard marketing strategy) would be too passive to activate them. Instead, to launch new Pep Start Eye Cream, we used what has real credibility with this audience – online beauty Vloggers – leveraging their audiences to create and share a groundswell of content. We pushed out the content on Clinique’s and our Vlogger’s social channels and then expanded our reach exponentially through strategically placed digital outdoor advertising; and then spiked and refueled the campaign with Snapchat Stories.