#FindMyiD
How far would you go to find the perfect moisturizer?
The Challenge
Excite: Build organic social buzz and awareness leading up to the launch of Clinique iD, Clinique's new customizable moisturizer.
Storytelling: Weave together influencers, unique destinations, skin concerns and benefits into a beautiful, compelling product story.
Focus: Create a seamless integration between promotional Cyber Week creative and narrative content, while trying to break through during the busy holiday season.
The Solution
#FindMyiD Social Campaign
Excite: We partnered with over 40 global beauty influencers from 14 of Clinique's top markets, visiting 5 unique destinations spanning 60,000 miles, over the course of 12 days. Combined, the influencers has a following of +53 Million.
Storytelling: Destinations were carefully chosen to align with product benefits, including fatigue, lines and wrinkles, uneven skin texture, irritation, and uneven skin tone, while strongly tying to the color of each product. Every detail, from the adrenaline-pumping activities to the ingredients in meals, tied back to the product.
Focus: We color-coded all social creative to better integrate our existing Cyber Week promotional calendar and the ongoing activation.
Teaser
To kick off our mission and encourage fans to tune in, we posted a video to our Instagram feed and stories.
Instagram Feed
Our social posts took fans on a journey to Morocco, Spain, Bali, Iceland and finally Japan. With each location, we revealed a new way to customize Clinique iD, totaling to 15 combinations by the end of the campaign.
Instagram Stories
Our Instagram Stories featured around-the-clock coverage from airport takeoffs, to benefit-driven activities, and hints at the multitude of ways to customize Clinique iD:
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First, we integrated with our travel retail team to create in-person consultations for each of our participating influencers. It was here that they discovered the hydration base best-suited for their skin type. It was then revealed what destination they would be traveling to for their part of the #FindMyiD journey, based on their unique skin concerns.
Each influencer was contracted to do an Instagram Story takeover, highlighting their favorite moments from the journey and what they've learned about the product.
We leveraged Clinique Derm Pros to highlight our heritage and expertise in skin care. This included an Instagram Live featuring a Derm Pro and our most-followed influencer, Kandee Johnson.
At the end of each location, the influencers received a room drop with the entire Clinique iD line-up - reminding them that they are just one piece of the entire #FindMyiD journey.
To connect the stories from one destination to the next, we created puzzle-like frames to reveal each location.
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See below for an example from our Spain location. Stories from each location can be viewed on our highlights.
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Recap videos
For the final push before the product launched, we released a series of countdown videos to recap our #FindMyiD journey.
The Results
LARGEST PRE-LAUNCH FOR THE BRAND TO-DATE
AVERAGE ENGAGEMENT RATE: +412% above benchmark
TOTAL ORGANIC IMPRESSIONS: +81.8 Million (@Clinique + Influencers)
TOTAL ORGANIC REACH: +69 Million
INFLUENCERS POSTED: +254% above contract
TOTAL CONTENT OUTPUT: +2,536