FRANCE &
Double Serum
May 21, 2015
To mark and promote the launch of its new Double Serum, Clarins aimed to strengthen the relationship with its female readers and to create a strong brand message for its new product.
ELLE France offered Clarins high visibility and interactivity through a 360° campaign involving a beauty test for ELLE online visitors along with the creation of a promotional “mini-magazine”, advertisements and editorials on Europe 1 radio station to support the campaign, and a competition via social networks.
ELLE France offered Clarins high visibility and interactivity through a 360° campaign involving a beauty test for ELLE online visitors along with the creation of a promotional “mini-magazine”, advertisements and editorials on Europe 1 radio station to support the campaign, and a competition via social networks.
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Transcript
FRANCE
&
OBJECTIVE
# To mark and promote the launch of its new Double Serum, Clarins aimed to strengthen the relationship with its female customers and to create a strong brand message for its new product
RESPONSE
ELLE France offered Clarins high visibility and interactivity through a 360° campaign involving:
# A beauty test for ELLE online visitors
# A product campaign including a promotional “mini-magazine” and advertisements on Europe 1 radio station
# A competition via Facebook
&
A 360° CAMPAIGN
PRINT WEB
RADIOSOCIAL
NETWORKS
# Creation of an 8 page mini-magazine# Advertorials
# 2 Editorial programmes# 45’’ dedicated ad
# Facebook competition
# Dedicated online space# Online premium formats
#BEAUTY TEST To strengthen the relationship between Clarins and its female consumers.
DEDICATED ONLINE SPACE
3. TESTING of the Double Serum product for
1 week
1. RECRUITMENT of beauty testers by way of a questionnaire produced in
collaboration with Clarins
2. SELECTION of 30 testers from amongst the ELLE beauty
test applicants
In the beauty section
#BEAUTY TEST To strengthen the relationship between Clarins and its female consumers.
4. ANNOUNCEMENT OF THE RESULTS from the beauty testers
DEDICATED ONLINE SPACE
# Editorial content dedicated to the Double Serum product
# Results of the beauty test: statements, statistics and word of mouth
# Links to the Clarins site with an exclusive ELLE offer: 1 free sample of a beauty care product or make-up with every order
Wide angle + Homepage takeover in the Beauty section
Interstitial
PREMIUM ONLINE ADS
#BEAUTY TEST To strengthen the relationship between Clarins and its female consumers.
ADVERTORIALS
RADIO SPOT
Dedicated 45’’ ad in out-screen broadcast
Listen 45''.mp2
4. ANNOUNCEMENT OF RESULTS from the beauty testers
#PRODUCT AND BRAND CAMPAIGN To form a brand message and increase awareness of Double Serum
MINI-MAGAZINE EDITORIALS RADIO PROGRAMMES
‘Les Experts Europe 1’: ”How to naturally maintain youth capital?” including an interview with Caroline Debbasch , Scientific Communication Director at Clarins
“Code Barre” dedicated to beauty serums
Listen.mp2
Listen 2.mp2
Creation of an 8 page co-branded mini-magazine for ELLE and Psychologies subscribers, which was distributed at
Clarins sales points. The mini-magazine was written by ELLE
journalists.
Produced by Europe 1
#FACEBOOK COMPETITION
6,660 participants in
15 days
DEDICATED FACEBOOK SECTION
To guarantee greater visibility for Double Serum and to ensure the event goes viral
Competition concept:Users had to answer questions on the composition of Double Serum to have the chance to win a year’s supply of Clarins products.
On ELLE’s Facebook page
FOR MORE INFORMATION
PLEASE CONTACT:
The Integrated Solutions Department+33 1 41 34 87 39
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