CLINIQUE SUPER FOOD SUPER SKIN
CLINIQUE SUPER FOOD SUPER SKIN
|Entrant||OMD Sydney, AUSTRALIA|
|Type of Entry||Use of Media |
|Category||Best Use of Special Events And Stunt/Live Advertising|
|Title||CLINIQUE SUPER FOOD SUPER SKIN|
|Entrant Company:||OMD Sydney, AUSTRALIA|
|Advertising Agency:||M2M Sydney, AUSTRALIA|
|Media Agency:||OMD Sydney, AUSTRALIA|
||Business Director - Fuse Sydney
||Client Services Director
Results and Effectiveness:
Did we crack it? YES!!!
The events themselves were sell-out, standout successes.
Of those who attended:
63% were more likely to agree Clinique is a ‘fun brand’
51% were more likely to recommend Clinique
52% said they intended to purchase a Clinique product
And a staggering 89% said they intended to purchase MORE CLINIQUE PRODUCTS.
The campaign unveiled a multi-dimensional personality for Clinique, allowing the brand to effectively establish itself as the healthy beauty brand for the multi-dimensional Australian woman.
Best of all? Clinique not only reversed its decline, it propelled 0.3% ahead of the category.
A resounding success!
At the heart of our multi-dimensional campaign was the ultimate bundle: A Super Fabulous Superfoods, Superskin dinner party series. This provided the ideal content to broadcast to and engage with a much wider audience.
So we partnered with super-hot celebrity chef Luke Nguyen.
Who collaborated with super-fabulous nutritionist Teresa Cutter.
And together they created the Clinque Superskin Superfoods menu, presented within the dinner party events:
Designed to impress, inform, fuel and entertain – in one Super bundle.
We recruited Sarah Wilson – the hottest celebrity presenter around town - and the encapsulation of the multi-dimensional Australian woman, as the face of the series.
The whole process was filmed to broadcast to our wider audience via Australia’s leading women’s digital & print publishers through editorial, advertorial and PR reaching an additional 500,000 people with PR worth $450,000! All for the very modest investment of $300k.
Insights, Strategy and the Idea:
Clinique is serious about skincare.
It has seriously good skincare products.
Perfected by science & seriously good dermatologists.
Clinique’s consumer wanted seriously good skin.
But they didn’t want skincare that was too serious.
For them, seriously good skin is the result of a multi-dimensional balance:
Seriously good skin care combined with healthy food, a healthy social life and a well-balanced life.
Clinique needed to evolve its serious positioning.
It was 3.9% behind category growth.
Reverse this decline by adding another dimension to the Serious about Skincare position.
Make Clinique more relevant to its audiences’ lifestyle.
Evolve Clinique towards being seen as a Healthy Beauty company.
The seriously multi-dimensional answer:
Superfood, Superskin Dinner Parties. Glamorous dinner parties bundling all the right ingredients into a seriously effective, multi-dimensional package:
Seriously good food.
Seriously fun times with friends.
Seriously good make-overs.
Seriously great skincare, Love from Clinique.