Case Study: Clinique: Chubby In The Nude
In March 2016, Talon Outdoor and M2M Media planned a London campaign for Clinique, one of Estee Lauder Companies’ leading beauty brands. The activity needed to reach ABC1 Women aged 18-34; in particular those who were working and shopping in London’s West End, or visiting malls where the product, Chubby in the Nude, was available nearby.
The activity aimed to spike awareness and interest in the new Chubby in the Nude foundation stick, whilst promoting the beauty product as an every-day, portable must-have for the handbag.
The agencies proposed a combination of DEPs at London West End and Knightsbridge tube stations, reaching women working close to department stores and high street retailers, with Mall digital and static 6-sheets, including those in Bluewater and Westfield. This targeted, proximity-led two-week plan would over-index against the audience and guarantee vital support of key retailers, whilst delivering 20% audience cover, with an excellent campaign frequency of 20.
Route data has revealed that London taxi advertising over-indexes against this audience and delivers the potential to reach 8/10 ABC1 Women aged 18-34, every two weeks. Ubiquitous argued that taxi advertising would extend audience reach in and around London’s main retail areas, where these economically active young women would be working, socialising and of course, shopping.
We proposed a four-week light-weight campaign of 250 SuperSide taxis, delivering a cost-efficient solution to reaching more than 60% of the available audience.
By adding SuperSide taxis, the Clinique campaign reached an additional 336,000 ABC1 Women aged 18-34, with an incremental cover gain of 43%.
Natalie Clarke, Marketing Director, Clinique UK
Spyros Maliadis, Head of Insight, Talon Outdoor.