Clinique Pop
#LipPic
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Clinique is a brand that has traditionally appealed to an older demographic and the brand has generally stuck with traditional media to talk to them.

But when they launched Clinique POP – a new lipstick range created for millennials - they knew they had to adopt a new approach.

We proposed an idea that didn’t just speak to millennials, it fully engaged with them. #LipPic was a full 360° campaign that put this new audience at the heart of the idea.

We kicked off the campaign through a media partnership with Cosmopolitan, announcing our search for the perfect lips to front our new campaign. Social media and digital display also widen the reach – as did our experiential events (with a built-in photobooth).

Hundreds of millennial women, wearing new POP lipstick, sent us their #LipPics via Instagram and our winner was chosen. Samantha was professionally photographed and then became the star of our print and digital OOH campaign.