Clinique has launched its first brand equity campaign on social media with the help of media agency OMD.
The #StartBetter campaign launches across all Clinique social media channels with an inspirational video that begins with the question, “When was the last time…you did something for the first time?”
The campaign, which is designed to engage the consumer and resonate with her on a personal level, invites the consumer to celebrate the universal human truth that everyone deserves to #StartBetter. This can be whether they are graduating college, starting a new job, beginning a new relationship, moving to a new city or looking for a positive outlook on a new day.
As part of the Clinique #StartBetter campaign, OMD has set-up a real time Powder Room Control Centre running directly out of the OMD Sydney Office this week with a team of eight staff interacting with fans via social media, providing personalised content to celebrate user promises to #StartBetter. The content animates engagement with fans, and also reminds everyone that each commitment to #StartBetter is a joyful step towards a better version of the future.
In the Australia market, the campaign will also see the brand partner with the Influencers across nutrition, travel and graphic design. These three influencers will take Clinique fans on a journey of their own #StartBetter inspired manifesto.
“This is a campaign celebrating fresh starts, new beginnings and bold steps forward. Clinique stands for more than great products; we stand for the right to be the best version of oneself, inside and out,” said Agnes Landau, SVP global marketing, Clinique.