Creative Execution

Using new to market Twitter products, we developed the first Australian real time lead-gen card. The unit educated users on product benefits, allowed them to register for a free sample and fired a real time EDM driving into counter to redeem as part of a skincare consultation. Using a social rich media unit on Facebook made it just as simple. With Clinique CRM data we identified existing Clinique acne clients and served them the units using custom audience targeting. Real time key word targeting let anyone voicing skincare woes on social know that Clinique's experts were a click a way.

Clinique’s 7,000 CCG samples ran out nationally. Far exceeding targets, this translated into a sales lift for the entire Clinique Anti-Blemish Solutions franchise to +10% in $ and +9.5% in units June FYTD 14. Engagement and redemption levels with the media demonstrate why. Targeting keywords such as blemish, spots and breakout saw engagement rates of over 7% on Twitter; impressive against a beauty category average of just 2%. Thanks to the simple user experience, this translated into over 4,000 registrations of which a huge 45% (1,722)* went on to redeem in store as part of their skincare consultation.

Spots, pimples, blemishes. Whatever you call them, no one wants them and no one wants to talk about them. Or so we thought. Social analytics threw up an incredible curveball as we approached the launch of Clinique’s new Anti-Blemish Clinical Clearing Gel (CCG). When constructing a low cost ($33kAU) solution that required us to deliver uplift of +7% in $ and +5% in units for the CCG range, we discovered a huge trend of people vocalising (over 5,000 per month) their acne related problems on social media. Knowing that counter visits drive the bulk of Clinique’s sales, we developed an Australian first drive-to-counter campaign that matched the real time frustrations of acne suffers with the real time nature of social media. All the while reinforcing Clinique’s heritage in clinical skincare expertise. Our very simple, but very clever real time social rich media units were born.