This week OMD has launched Clinique’s first brand equity campaign in social media. The #StartBetter campaign launches across all Clinique social media channels with an inspirational video that begins with the question, “When was the last time…you did something for the first time?”
The campaign, which is designed to engage the consumer and resonate with her on a personal level, invites the consumer to celebrate a universal human truth: everyone deserves to #StartBetter, whether they are graduating college, starting a new job, beginning a new relationship, moving to a new city or looking for a positive outlook on a new day.
As part of the Clinique #StartBetter campaign OMD has set-up a real time Powder Room Control Centre running directly out of the OMD Sydney Office this week with a team of eight staff interacting with fans via social media, providing personalized content to celebrate user promises to #StartBetter. The content animates engagement with fans, and also reminds everyone that each commitment to #StartBetter is a joyful step towards a better version of the future.
In Australia the campaign will also see the brand partner with three Influencers across nutrition, travel and graphic design. These three influencers will take Clinique fans on a journey of their own #StartBetter inspired manifesto.
“This is a campaign celebrating fresh starts, new beginnings and bold steps forward,” said Agnes Landau, SVP Global Marketing, Clinique. “Clinique stands for more than great products; we stand for the right to be the best version of oneself, inside and out. Anyone can join us in making a commitment to starting better right here, right now.”