Clinique were launching their new Pep Eye Cream to a millennial audience.
The risk? Clinique is seen as ’mum’s brand’ – not cool enough for our audience.
Pep Eye Cream peps up your skin and your mood. Our #ImIn campaign dramatised the truth: that when you say yes to things in life, good things happen. To reach our audience we dared high profile make-up Vloggers to step outside of their comfort zone – who then dared their followers to do the same.
Dwell times on the vlogger content averaged 4 to 8 mins.
Pep Eye Cream sold out in the 6-week launch.