Clinique x ‘More Than You Think’

Legendary beauty brand, Clinique, approached us to help drive awareness and social conversation around a new campaign, ‘More Than You Think’. The educational campaign centred around a new limited-edition of the ‘Moisture Surge’ product which featured an NFC chip directing skincare fans to assess their skin and tips on how to strengthen their skin’s resilience.

We proposed the idea of creating a never-seen-before gamified gift box that encouraged recipients to tap into their own resilience in order to access the product inside. The Rubik’s cube-inspired mailer was not only bold and educational, but also fully functional.

The box was sent to over 200 media and influencers, inviting them to carefully twist each layer until they matched up answers to a quiz. Once unlocked, as each layer was lifted recipients got to learn a little more about the product before unveiling the limited-edition Moisture Surge.

The result? 100% positive brand sentiment and key message delivery in social posts, and 75% response rate from all recipients.