CONCEPT

In spring 2021, our client Clinique launched a new product, the 100H Moisture Surge hydrator, for which we had the honor of being the launch partner in Finland. Launch activities included a paid influencer campaign across multiple channels using various content types, such as Instagram Live stream for virtual selling, Reels, and IGTV; TikTok; a podcast; and product seedings to key media outlets. The main goal of this campaign was to increase awareness of the new product, boost sales, and remain top-of-mind for consumers.

OUR ROLE

Marsaana conceptualized and coordinated the whole campaign, beginning with scouting for suitable influencers, keeping in mind the main target group of 28- to 38-year-old women. Additionally, this campaign was Clinique’s first to target Gen Z and Gen X audiences. When choosing influencers, we kept in mind their suitability with Clinique’s brand.

Marsaana created a creative brief for each influencer to support Clinique’s brand message and tone of voice and to communicate our concept of and vision for the launch. 

Although the campaign included 13 influencers, which is a comprehensive influencer pool for one campaign, we wanted it to be personal and for each influencer to give something new to consumers. This also allowed us to emphasize the suitability of the product for different types of consumers. We created content that provided a personalized communication angle for each influencer to highlight the product so that they could talk about it in ways that felt natural to them in order to make the campaign authentic. This approach varied the campaign and gave the audience new angles, despite its massive exposure in the media.

RESULTS

Altogether, we worked with 13 influencers in the campaign, and its total reach was 1.1 million, with 3.9 million views and a combined engagement rate of 4 percent, which is a great result for a campaign. The key points that made this campaign so successful were the personal approaches to all posts and the multichannel coverage on IG Live, IGTV, Reels and stories on Instagram; a podcast; and TikTok. This approach helped us to reach consumers on many platforms using different communication angles.