#IBelieveInRed multifaceted campaign for Clarins
April 2017
In April 2017 the online store of Clarins Russia celebrated its third anniversary. To promote awareness, drive subscriptions and online purchases, we ran a large-scale creative contest on Instagram. The participants were invited to make a purchase online and publish a photo in red colors with the unique purchase code and personal testimonials. Within three weeks we resulted in 600 pics of UGC and 7000 subscriptions. In 2017 the campaign won a bronze award in Tagline Awards.
Targets
In April, Clarins celebrated the third anniversary of the local online store
Enlarge brand audience:
- Build coverage
- Attract new fans
→
→
Drive online sales results
Solution
Large-scale social media contest
Road map
1
Subscribe to Clarins on Instagram and Facebook
2
Make a purchase online at clarins.ru
1
Upload a photo with a red element, add your purchase number, testimonial and #ibelieveinred.
Prize fund
10 winners
3
winners
iPhone 7
RED
RED
3
winners
Certificates
worth 30 000 Р
worth 30 000 Р
4
winners
Clarins
SPA kits
SPA kits
Influencer seeding
610
34
Instagrammers
announced the contest
announced the contest
54k
Community management
1674
Comments
Only 7% negative
Results
448
Participants
595
Works
Total online purchase value exceeded costs by 34%
New subscribers
+7000
147 968
People / March 2017
154 899
People / April 2017
> 2 mln
OTS
Anastasia Volkova
413k
Vera Degtyareva
176k
Sima Lapteva
146k
And other opinion leaders (34 in total)
