Clinique created a global content relay race around the world to tease our newest innovation and first customized hydration system, Clinique iD. We partnered with 48 influencers from 14 top markets to execute a journey of discovery - #FindMyiD. The activation lasted 12 days, in 5 unique destinations spanning 60,000 miles, all posted on social in real-time. Each destination was chosen to align with the product benefits of the 5 Active Cartridge Concentrates (ACC), including fatigue (Morocco), lines + wrinkles (Spain), irritation (Bali), uneven skin texture (Iceland), uneven skin tone (Japan), while tying to the color + ingredients of each. With each location, we revealed a new way to customize Clinique iD, totaling 15 combinations by the end. Every detail, from locations, to adrenaline-pumping activities and ingredients in meals, tied back to the product.
- Business Objectives:
- Leverage influencers to tease and build consumer awareness for the 2 weeks leading up to Clinique iD .com launch
- Evaluate organic engagement on influencer content to identify top performing visuals to put paid media behind post-activation
- Create a visually compelling activation designed to wow influencers into posting above contract
- Deliver product messaging through visual imagery that communicates benefit, ingredients + color
- Highlight and build awareness around Clinique Travel Retail counters through journey kick-off and virtual reality content
- Reveal Clinique iD to consumers through a unified social global launch
- Insight:
- 68% of women haven't found the right moisturizer. It can take up to 2 years and 5 trials to find the perfect match.
- Creative vision:
- How far would you go to find your Clinique iD? Animate customize don't compromise through unparalleled experiences and creative allowing consumers to experience the world through Clinique's eyes with color, benefit, ingredient, and location.
- Execution:
- 5 global events in 5 countries (Morocco, Spain, Bali, Iceland, Japan) in secession over 12 days
- All influencer and Clinique content was organic and KPI's (engagement, reach, impressions) were monitored to indicate top performing assets for paid support post-activation
- Mapped content pre-activation to the minute, while on-site team captured, edited, and posted in real-time, delivering retouched 360 assets to markets ensuring cohesive, timely storytelling
- Each influencer's journey began at the airport, where they had a consultation to identify their base and concern. This revealed their destination on their journey to #FindMyiD where they discovered all benefits of their ACC
- Each destination was unlocked in secession, posted across social in real-time, with teams in 5 locations simultaneously ensuring smooth handovers from each destination
- KPI's + Results:
- Influencer content had an average Engagement Rate +412% above benchmark
- Top performing assets selected for re-support had an average Engagement Rate +951% above benchmark
- Influencers overperformed posting 254% above contract
- Created virtual reality content for 20 experiences across Clinique Travel Retail counters globally + activated 14 airport counters during activation
- Total Content Output: +1,500 pieces
- Total Social Posts to date: +2,536
- Market Participation: 100% of Launch Markets
- Reach: +65M
- Impressions: +81.8M
Video for #FindMyiD
