Using Facebook and Instagram video ads to boost brand awareness

16 July 2020

To launch its new line of moisturisers Clinique the skincare brand wanted to boost brand awareness so ran ads across the Facebook family of apps for its first globally synchronised ad campaign in over 20 markets, lifting average ad recall 13 points.

Prestige skincare brand

Clinique Laboratories, LLC is one of the world's top manufacturers and marketers of prestige skincare, makeup and fragrances. First launched in 1968, Clinique’s mission has always been to provide the safest, most effective formulas in simple routines that bring remarkable results. A custom-fit philosophy extends to Clinique Colour, which opens all skin types and tones to the joy of possibilities. “Proudly allergy-tested and 100% fragrance-free, Clinique’s skincare authority is truly global. Clinique is always different. And always will be.”

Boost brand awareness

Clinique wanted to ensure that its largest campaign in history to promote the launch of its new skincare product line had sufficient reach and scalability to connect with Gen Z and millennial customers across local markets, and increase brand awareness, purchase consideration and sales.

“The global launch of Clinique iD was our most ambitious social campaign to date. We partnered closely with Facebook early and often to optimise multiple aspects of creative, targeting, placements and media measurement, which led to a highly successful, carefully orchestrated full-funnel program with a positive impact on our brand objectives.”

Leigh Garrison - VP Global Digital Marketing & Consumer Analytics, Clinique

A globally synchronised ad campaign

For the worldwide launch of Clinique iD―a new product line consisting of custom-blend moisturiser bases and active concentrates to hydrate and treat skin―the brand’s strategy was to create thumb-stopping, mobile-first creative that addressed the multiple benefits of Clinique iD, paired with a global go-to-market playbook.
Sent to over 20 local markets, the playbook offered guidance on how to produce customisable Facebook ad campaigns to reach the right audiences with centralised messaging and personalised ad creative. Local teams adapted the creative strategy for their regions while ensuring consistent brand execution. The playbook set in motion the first globally synchronised Facebook ad campaign in Clinique’s history.

Taking a personalised approach

The brand’s global creative team partnered with Facebook to use consumer insights to build personalised ad assets. The teams aimed to reach each woman with the right message at the right time―from product awareness to consideration to purchase.

Awareness

To boost awareness, the team built video ads showcasing Clinique iD’s unique ability to address women’s top three skincare conversations: ingredients (such as whey protein, sunscreen), benefits (such as smooth lines and re-plump, energise and revive glow, calm and comfort), and concerns (such as fatigue, irritation, lines and wrinkles, pores). Clinique followed mobile-first best practices by using short, vertical videos, prominently displaying branding and using text overlays with simplified messaging. Clinique showed these ads to a broad range of women across ages and beauty interests.

Consideration

To build purchase consideration, the brand relied on local innovation, allowing regional teams to adapt creative assets based on each market’s particular nuances. For example:

Reimagining the beauty counter experience by using an individualised Messenger experience that asked questions about skin type and made product recommendations in the Middle East

Using photo ads in carousel format featuring beauty influencers in Korea

Driving engagement through poll ads in Instagram Stories in Russia

The ads in this phase included a “Learn More” call-to-action button.

Conversions

To drive conversions online and in-store, the team retargeted relevant personalised dynamic ads to people based on past behaviour―such as having previously viewed an ad, clicked on a call-to-action button, or looked at similar skincare products online. The ads in this phase included a “Shop Now” call-to-action button.
Clinique used automatic placements in all phases to allow Facebook’s algorithm to deliver the ads across Facebook’s family of apps based on which were most likely to drive campaign results at the lowest cost. It also used campaign budget optimisation to allow Facebook to automatically distribute the budget across the best-performing ad sets in real-time.

Beautiful outcomes

Clinique determined the results of its November 1, 2018–June 30, 2019, global campaign using a Facebook brand lift and conversion lift studies*, which revealed a:

13-point lift average in ad recall*

10-point lift average in brand awareness

7-point lift average in message association

36-point lift average in add to cart

5-point lift average in top-of-mind awareness

6-point lift average in purchase intent

"We're partnering with Facebook upstream on key consumer insights to help inspire our campaigns, and on developing new ways of working that encourage markets to flex their campaigns for local relevance while at the same time ensuring the consistency in execution and measurement that we need as a global brand."
Leigh Garrison- VP Global Digital Marketing & Consumer Analytics, Clinique

If you enjoyed this blog, check out more just like it here. If you are a business owner and you want to boost your brand engagement, get in touch with us here for a workshop. This blog was originally from Facebook. Shop Clinique here.