Case Study: Imagination creates social media campaign for Clinique
Imagination Sydney has launched a social media based campaign for Clinique. The campaign – Clinique 3 Step Virtual Dance Party- aims to connect young women online, whilst raising ten thousand dollars for youth cancer charity You Can.
The case study :
Pyrmont-based integrated communication agency, Imagination, has developed and launched Clinique’s biggest consumer campaign of 2010, with a comprehensive digital engagement plan targeting 18-24 Australian females.
Promoting Clinique’s flagship products, the ‘Clinique 3-Step Virtual Dance Party’ (www.clinique3stepdance.com.au) allows young women to connect in social media and online spaces, while aiming to raise a target $10,000 for the youth cancer charity ‘You Can’. The Clinique campaign has also aligned with a ‘dance partner’ – Fitness First – who will promote target market engagement as dance has become increasingly popular at their fitness centres. The campaign also rewards the best dance party creators and participants, with products and prizes.
With a six-week launch phase, Imagination developed the digital and social media strategy, the creative concept, the launch web site, plus a permanent Facebook presence for the brand to support and help drive site traffic and engagement. Imagination has also created digital advertising assets and point of sale communications, as well as establishing brand monitoring and tracking systems for this new brand campaign.
Commenting on the launch, Andrew Korecki, Head of Digital at Imagination Australia said:
“Dance is a huge social activity for the target group. By creating a virtual dance environment where socialising is paramount, we’re encouraging consumers to become involved with new online friends, as well as the brand, on a more personal level.”
Source: Imagination Sydney press release
