When Clinique used four different video ads on Instagram and Facebook to test different types of messages in its ads in Brazil, it found that ads with a skin diversity-focused message saw a 4.5-point lift in standard ad recall and a 3.7-point lift in abstract favorability for the brand.
Clinique was founded in 1968 when Estée Lauder executive Evelyn Lauder was inspired by a Vogue magazine article titled “Can Great Skin Be Created?” With its mission to deliver remarkable results by providing the safest and most effective skincare formulas, Clinique now sells its products in 107 countries worldwide.
lift in incremental conversions from skin diversity ads (quality traffic/view content)
lift in abstract favorability for skin diversity ads
lift in ad recall for skin diversity ads
lift in action intent for skin diversity ads
Clinique wanted to generate greater brand awareness in Brazil, and determine the type of message that would resonate best with the Brazilian people.
While well-established throughout the world, Clinique had an opportunity to increase its brand awareness among key audiences in Brazil. The team partnered with Meta to identify messaging that would connect and resonate strongly with the Brazilian consumer.
To connect with Brazilians in a meaningful way, the team believed it needed to deliver a message that was uniquely compelling to the local people. Using the Betatyping framework, an intentional experimentation process that helps brands uncover creative ideas with a strong potential for success, the team brainstormed and came up with four different messages to deliver. The messages can be summarized as follows:
Message 1 focused on powerful and immediate results. Message 2 focused on visible and effective results. Message 3 focused on Clinique as a skincare pioneer. Message 4 focused on the fact that Brazilian women have a diversity of skin types, and Clinique has options for all of them.
Once the messages were finalized, the team built various ads around each one and deployed a four-cell campaign, with each message occupying one cell, to deliver the ads and measure their impact separately on brand equity and intent to visit Clinique.com. The ad investment was split between Instagram (60%) and Facebook (40%).
Clinique determined the results of the January 10–February 21, 2021 campaign using data from a four-cell brand lift study and conversion lift study, which revealed that its skin diversity-focused message was the clear winner across all metrics that were measured, highlighted by:
131-point lift in incremental conversions for ads with skin diversity-focused message (quality traffic/view content)
3.7-point lift in abstract favorability for ads with skin diversity-focused message
4.5-point lift in ad recall for ads with skin diversity-focused message
2-point lift in action intent for ads with skin diversity-focused message