ACTIVATION: CLINIQUE INVITES YOU TO ENTER YOUR SIMPLE 3-STEP SKIN CARE ERA

Situation:

Clinique engaged Movement Agency for a revamp of their iconic 3 Step Skincare System. Movement Agency came on board to deliver a unique, interactive pop up experience for new and existing Clinique consumers. Clinique had selected Melbourne Central as the location for the pop up, due to the high foot traffic potential and to offer something to Melbourne based consumers after recent Sydney based activity. The activation was to be active for three days and the KPI of attendance was 3,000 consumers. 

Strategy:

We ensured that the space was designed to be an immersive journey, with integrated shelving dedicated to each step of the route, guiding consumers seamlessly through Cleanse, Exfoliate and Moisturize. Every element was thoughtfully considered to educate, engage and inspire confidence in the regime. At the heart of the pop up sat a dedicated consultation counter, where on the site skin specialist provided personalised advice, demonstrations with products and shared expert knowledge before advising the best suited deluxe samples to each attendee. 

Each day consumers were invited to participate in Spin to Win sessions with the chance to win limited edition Clinique branded merchandise, deluxe samples and full size products. The wide offering at the pop up transformed the activation into a full-service skincare destination, creating meaningful interactions, deeper product understanding and a premium, service led experience for every consumer. 

The activation was supported with earned media but there was also the decision made to conduct a paid media approach which could be used to further drive consumer attendance. The media partner for this was Broadsheet, who overdelivered their KPI by 40%. 

Services provided: 

• Activation and Event Strategy Development 

• Creative Concepting and Ideation 

• Creative Direction on Build, Assets, Media Partnerships 

• Supplier Liaison and Sourcing Suppliers 

• Supplier Management and Execution 

• Photographer and Videographer Coordination 

• Management of Guests including Paid Partners 

• Media Buy and Negotiations for Paid Partnerships 

• Asset Creation including Graphics for EDM, Socials and Internals 

• Runsheet Development 

• On-Site Coordination and Support 

Result:

Within 2,5 days this activation had 3,100 consumers come through the stand and engage with Clinique