CLIENT BRIEF
To conceptualise and execute seasonal campaigns for the Indian consumers.
STRATEGY & DESIGN
In Indian culture, a wedding is possibly one of the happiest and most memorable moments in a woman’s life. It’s not just for the bride herself, but also for both the families and friends involved. It’s a journey that has various steps, right from picking a wedding date, to the dress, to the venue and of course – the makeup.
Much like the journey that has a process and steps leading up to the wedding, Clinique’s products each have a story that fits into a woman’s daily process and regime. Right from when she wakes up in the morning to using her 3-step Clinique regime, to the makeup she applies after; making Clinique part of her every day journey. Therefore, we create a campaign that positions Clinique as an integral part of every woman’s journey in her life as a bride.
- A tutorial video was created for brides that depicted each step that goes into the perfect flawless bridal makeup for the big day. The video was preceded by teaser posts on social media. On social media, each step in the makeup process was highlighted, one after the other, in the order of the makeup routine in the form of posts. At the end of all the steps, the video was launched. Posts following the video launch were redirected to the video on YouTube for maximum visibility
- The video was launched with an in-store activity – Clinique’s Bridal Trousseau Service – An appointment based interactive consultation session created to custom fit skincare and makeup needs for the bride for her big day. It was teamed with some different wedding makeup looks suggested by a colour specialist and a special Clinique’s Bridal Trousseau Box with Clinique products perfectly suited her skin type
- A direct ‘book now’ tab was set on the Facebook page for visibility and ease of booking
An FLP was also created for the activity, which was used to redirect the audience before the launch of the video – http://www.clinique.in/bridal
A project by Dhriti Jain