360i client Clinique recently launched its first-ever global equity campaign, called #StartBetter. The program highlights the truism that everyone can and deserves to start better – even if it’s in the form of a small feat such as a positive outlook on a new day.
Yesterday, Ad Age explored the roots of #StartBetter (See: “Clinique Sees Hope in a Fresh Start”), noting how the brand strategy marks a step away from the “tried-and-true marketing playbook” and contemporizes Clinique to align more closely with culture. The message is all about empowerment, new beginnings and having the audacity to take charge and make a change.
Some highlights from the article are below.
- Consumer insights led to the development of the creative work. As Agnes Landau, Senior VP-Global Marketing at Clinique notes, this campaign does not reflect an aggrandized depiction of product. Instead it taps into broader cultural storylines that are influencing the brand’s consumers in their day-to-day lives.
- #StartBetter is resonating with its audience. The campaign video has tallied up 1.4M views to date, making it one of the top 100 beauty brand videos of all-time.
- Upcoming integrated efforts from Clinique will build on #StartBetter’s digital-first foundation. These will include in-store display and event tie-ins focused on women starting new jobs, relationships or healthier habits.
Read the full story in Ad Age.