In order to launch a new lipstick in Japan called Clinique Pop from the New York cosmetic brand, a unique digital campaign was created. Knowing that its target audience has an affinity for using Instagram on a daily basis, Clinique created the #ootd_WITH CLINIQUE app, which makes it easy to save photos and videos for the purposes of reposting them. Since users typically need to download a specific app to "regram" content, this simplifies a step that's essential for sharing from Clinique.
In addition to these online efforts, the brand also created a pop-up store event and a photo booth at the Roppongi Hills cafe, providing the perfect cute pink backdrop for snapping selfies with friends.
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