CLINIQUE AUSTRALIA

The premium skincare brand worked with Facebook Marketing Partner Vamp on mobile-optimised branded content ads featuring content creators sharing authentic reviews of its latest product, earning an 8.7X return on ad spend.

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THE STORY
Custom-blend hydration products

A leading prestige beauty brand in the skincare and cosmetics market, Clinique offers dermatologically tested products such as moisturisers, cleansers, foundations and serums. Founded in 1968, the brands products are 100% allergy-tested and formulated without harmful ingredients such as parabens, phthalates and fragrance.

54%

lower cost per purchase (compared to business-as-usual photo ad campaign)

8.7X

return on ad spend

1.8X

higher return on ad spend (compared to business-as-usual photo ad campaign)

Armed with powerful voices, our selected content creators were instrumental in driving sales and reaching a wider audience. Given the positive results, it is evident that Instagram branded content ads have exceeded expectations and benchmarks for the Clinique brand. Working with Vamp made it easy to approve and review content while monitoring campaign results in real time.
CORINNE DUFFY, NATIONAL MARKETING AND COMMUNICATIONS MANAGER, CLINIQUE AUSTRALIA
THE GOAL
Launching a skincare product

After launching its latest product – Clinique iD for Imperfections – in Australia, the skincare brand wanted to boost brand awareness and online sales. To achieve this, it wanted to create authentic social content that would stand out and resonate with its target audience.

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THE SOLUTION

Perfection via imperfection

Clinique teamed up with Facebook Marketing Partner Vamp to identify and connect with beauty and lifestyle creators in Australia who had skin concerns and imperfections that they were looking to address.

The skincare brand provided the 10 selected content creators with Clinique iD for Imperfections and asked them to share their personal experiences with using the product in a way that was natural and authentic to who they are and how they express themselves.

Clinique then used the creative in a campaign of mobile-optimized Instagram branded content photo ads, which highlighted the product and the honest review. Featuring engaging captions and a “sponsored” tag, the ads ran in Instagram feed to attract social-savvy audiences. Clinique broadly targeted the ads to people in Australia aged 16–65. Between January 18–February 1, 2021, the brand saw the following results:

  • 54% lower cost per purchase (compared to business-as-usual photo ad campaign)

  • 8.7 return on ad spend

  • 1.8X higher return on ad spend (compared to business-as-usual photo ad campaign)

Create Ad
By working with us and using our effective technology for identifying and engaging beauty and lifestyle creators in Australia, Clinique was able to transform authentic content into ads that resonated with its target audience and convinced them to purchase its latest products.
GEMMA SHUTTLEWORTH, CLIENT PARTNERSHIPS DIRECTOR, VAMP
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