Although Clarins is already a well-established brand, they were keen to increase their positive appeal and trust among consumers. They wanted to engage consumers through informative advertising to increase awareness and understanding of their products and positioning.
A range of TI Media UK titles created editorial around the health and science of radiant skin, including the foods and activities that also contribute to beauty and a perfect complexion. Working closely with Clarins, the aim was to increase the credibility of the brand and offer more than just a surface solution to consumers.
The multi platform campaign ran across multiple titles: Look, Marie Claire, InStyle, goodtoknow and Women & Home. It included both display and native executions. Social media and newsletters were also utilised.
The campaign activity drove extremely high levels of recall and reinforced trust in the brand. As a result of the magazine campaign test and control research among Marie Claire, Look, good-to-know, InStyle and Woman & Home readers proved the success of the campaign.
- 83%of those exposed rated the campaign 6+ out of 10
- 48% wanted to find out more (vs. a benchmark of 43%)
- Increase in prompted brand awareness by 143% brand perception
- The study improved perceptions that “Clarins is a brand that answers my skin’s needs” from 23% unexposed to 47% exposed (an uplift of +104%)