Clinique launched an international multimedia campaign promoting the re-launch of an existing product, the Chubby Stick, with 8 new shades. They had planned a range of above-the-line activities during the campaign period, pushing customers to 'Mix and Match' the range of shades available within an app. However, it was clear to Clinique UK that there was little underlying strategy to tie these campaign elements together.
Etch created an over-riding strategy to bring together the planned activity, adding new digital elements - with the primary objective of getting users to engage with the app and brand.
6 million impressions on Twitter and a significant increase in sales at Clinique counters following the 'Mix and Match' Road Shows.
Campaign Strategy
With a heavy focus on social aspects we used relevant interactive platforms to tie together all of the above-the-line activity; including Pinterest, Twitter, Facebook and Foursquare. The social activity was enhanced with 'Mix and Match' Road Shows that were held in key London locations. Augmented Reality technology was used to capture the interest of commuters and tourists; this activity was heavily integrated with the social platforms. A responsive campaign microsite was built to enable mobile and travelling users to interact with the campaign on the move.