Studies

CLIENT: Clinique

CAMPAIGN: Sampling Campaign: Clinique All About Eyes

Flight: April 26 - May 31, 2010

Focus: RealBeauty.com, Cosmopolitan.com, Seventeen.com

OBJECTIVE

• Get consumers talking about Clinique's All About Eyes Serum De-Puffing Eye Massage

STRATEGY

• Hearst Digital Media, along with the help of Bzz Agent, leveraged its brand power to develop a robust word-of-mouth program to promote Clinique's All About Eyes product and get it in the hands of consumers

SOLUTION

• HDM selected 100 users to become testing "agents"
• Each agent was sent the Clinique All About Eyes Serum De-Puffing Eye Massage product, completed questionnaires and shared their results with their peers via Facebook posts
• The campaign was also promoted through:
  • Sponsored Tweets & Facebook Updates (Cosmopolitan, Seventeen, and Real Beauty)
  • Dedicated Emails (Cosmopolitan, Seventeen and Real Beauty)
  • Targeted Media around relevant beauty content (Cosmopolitan & Seventeen)
  • Site Entry Takeovers (Cosmopolitan & Seventeen)
  • Run of Site Media (Real Beauty)