CLIENT
Clinique
Agnes Landau, SVP, Global Marketing
Angelica Munson, VP, Global Online
AGENCY
Megan Skelly, Creative Director
Samantha Kimmel, Sr. Acct. Manager
Marisa Zupan, Sr. Strategist
Orli LeWinter, VP, Strategy
Katarina Urban, Producer
Lucas Shanks, Copywriter
Will Montgomery, Art Director
Namrata Patel, Community Manager
SUMMARY
How can 48-year-old beauty brand Clinique shift consumer perception towards being a modern, joyful brand that resonates with women of all ages? We introduced #StartBetter, a campaign based on the insight that women equate feeling beautiful with the confidence to change themselves for the better in all aspects of life. #StartBetter was Cliniques first brand equity campaign designed to encourage female consumers to start whatever they were starting, better. The Campaign launched with an inspiring manifesto, and struck a chord with women everywhere, leading to a 240% increase in social brand advocacy and an 84% rise in purchase intent.
