Clinique, trusted prestige beauty brand producing quality Skincare and Makeup worked with Interlike on below the line component of the #FaceForward campaign. The main objective was to bring the campaign experience to the everyday people in the retail environment and achieve deeper brand connection with their customers.
#FaceForward encourages us to set goals and think about our future self in every aspect, including taking care of our skin. Clinique has approached some of our favourite risk-takers and enterprising young women – including Margaret Zhang, Tavi Gevinson and Hannah Bronfman to front the campaign.
The #FaceForward above the line campaign was beautifully designed to empower women to make a promise to themselves and to the future.
Amanda Cromwell wrote an article that discusses how one can measure fundamental greatness and how it’s possible to become that. However it’s important to alter “fixed mindset” into something malleable that enables a person to acquire something they didn’t think they can do. The three most important factors to achieve that is 1. To be kind and love yourself 2. Find a community with the same value 3. Think of and make a promise to your future self.
Marketers achieving for deeper connection in campaigns need to be able to tap into their audience’s mindset and become a bridge for meaningful transformation and progress.
Clinique’s below the line campaign with Interlike gave the customers the power to become a part of the movement. This was achieved by photographing everyone in the same aesthetic as their idols in their local shopping mall. And through Interlike app these photos became instantly social as they were uploaded into Clinique’s brand Facebook page.
Customers were then encouraged to comment their promise and share personal and intimate values. They shared their dreams, goals and insecurities with the world on Clinique’s brand Facebook page in those comments.
The campaign activity:
- 206 photos
- 104,771 impressions
- 880 engagements
- Each photo was viewed 528 times by 294 unique users
Result: Clinique connected with their customers on a deeper level with real authenticity.
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