Clinique teamed up with smash hit film 27 Dresses in order to secure new product launch exposure with women
Clinique wanted to continue building brand loyalty with its strong consumer base of 18+ women. It had a new product "Lash Power Mascara" to launch and was looking at a good way to get it into the hands of their target market and also to recruit new customers. The brand was looking at a cost effective way of achieving this and the license FREE potential of working with 20th Century Fox was a crucial element to deliver this.
Drive Penetration through the initial purchase of the new mascara product in order to enter the competition - Increase Frequency of Purchase - Recruitment - Give Brand Attitude and Achieve a Direct Response
Clinique agreed a license FREE deal with 20th Century Fox to work with 27 Dresses. They executed a campaign across digital, print press and in-store promotions to spread the word about the competition. Consumers had to purchase the new Lash Power Mascara to get the chance to win 1 0f 50 double cinema passes with the grand prize of a trip for two to New York City
Clinique was a strong fit with the target market of 27 Dresses and the campaign worked incredibly well for the company and they are considering future partnerships with 20th Century Fox. The new product received a lot of coverage since it was advertised through different mediums, reaching a wide audience of females.
It is important to partner with a film that fits the brand's attitude and the target market. In this case, by launching their new product in association with the film and incentivising trial through the use of the competition it created a real call to action with the target market. Clinique felt this maximised the potential of the license and ensured the partnership was successful.