Clarins is a luxury skincare, cosmetics and fragrance company. For four months, we worked on promoting the brand’s new campaign «All About You» on social media. This campaign was launched to support the release of a new Nutri-Lumière line for mature skin.
The concept of the project was not just to showcase the anti-aging lines Clarins offers, but also to highlight women of different ages, with different interests, appearances and life stories. Different, yet in many ways very similar. Family stories perfectly embodied this idea.
As part of the project, Russian celebrities — actress Ravshana Kurkova, blogger Daria Kostromitina, top makeup artist Elena Krygina and Katya IOWA — shared beauty secrets revealed to them by the women in their families: mothers, grandmothers and sisters.
solution
Our task was to attract participants to the contest, as well as ensure quality site traffic and increase views of the project videos. To engage new participants in the contest, we used Instagram (a social network banned in Russia).
Through sponsored posts, we explained to potential participants that they needed to take a photo with a woman (grandmother, mother, daughter, sister, or aunt). They were to post the photo with the hashtag #allaboutyou and share a short story about why this woman motivates and inspires them. Each week, Clarins selected the winners.
We were also responsible for promoting image videos featuring the project’s heroines and their families, who shared their daily beauty routines. Each video was targeted to a specific age group.
execution
During the campaign, it was important to effectively engage an audience that purchases premium skincare products. The audience was segmented into different age groups and separate creative content was developed for each.
Each campaign heroine and her family presented a video sharing their beauty routines and how they maintain their natural beauty. We showed these videos to users on MyTarget, encouraging them to visit the company’s website to learn more about the project and its heroines.
The banner ads featured different generations of women in one family using various Clarins product lines. These ads were launched on Facebook, Instagram (a social network banned in Russia), VKontakte, and MyTarget. Users in each age segment saw ads featuring Clarins products specifically tailored to their needs.
Clarins is a luxury skincare, cosmetics and fragrance company. For four months, we worked on promoting the brand’s new campaign «All About You» on social media. This campaign was launched to support the release of a new Nutri-Lumière line for mature skin.
The concept of the project was not just to showcase the anti-aging lines Clarins offers, but also to highlight women of different ages, with different interests, appearances and life stories. Different, yet in many ways very similar. Family stories perfectly embodied this idea.
As part of the project, Russian celebrities — actress Ravshana Kurkova, blogger Daria Kostromitina, top makeup artist Elena Krygina and Katya IOWA — shared beauty secrets revealed to them by the women in their families: mothers, grandmothers and sisters.
solution
Our task was to attract participants to the contest, as well as ensure quality site traffic and increase views of the project videos. To engage new participants in the contest, we used Instagram (a social network banned in Russia).
Through sponsored posts, we explained to potential participants that they needed to take a photo with a woman (grandmother, mother, daughter, sister, or aunt). They were to post the photo with the hashtag #allaboutyou and share a short story about why this woman motivates and inspires them. Each week, Clarins selected the winners.
We were also responsible for promoting image videos featuring the project’s heroines and their families, who shared their daily beauty routines. Each video was targeted to a specific age group.
execution
During the campaign, it was important to effectively engage an audience that purchases premium skincare products. The audience was segmented into different age groups and separate creative content was developed for each.
Each campaign heroine and her family presented a video sharing their beauty routines and how they maintain their natural beauty. We showed these videos to users on MyTarget, encouraging them to visit the company’s website to learn more about the project and its heroines.
The banner ads featured different generations of women in one family using various Clarins product lines. These ads were launched on Facebook, Instagram (a social network banned in Russia), VKontakte, and MyTarget. Users in each age segment saw ads featuring Clarins products specifically tailored to their needs.
