Iconic beauty brand Clinique has teamed up with Yahoo and Tumblr to launch the UK iteration of its first major global digital campaign; #FaceForward.
The content marketing campaign will engage and inspire an 18 to 24 year old millennial audience to look to the future and give advice to their future selves. With a mission to create a movement of change, its aim is to put life and beauty confidence at the fore.
Cosmetics brand advertising has historically been confined to the print pages of glossy magazines. However, we’re now seeing iconic beauty brand Clinique champion its first major global digital campaign, working with Yahoo and Tumblr.
Yahoo is creating a #FaceForward blog on Tumblr specifically for the campaign which will be the hub for a range of content created by Yahoo’s in-house content marketing team. As one of the fastest growing social networks, visited by over 1.6m female millennials in the UK every month, Tumblr is the perfect platform to create conversations with a younger audience.
The Tumblr blog will showcase a video series created by Yahoo which interviews six inspirational young British women who are accomplished in fashion design, luxury travel, blogging, charity and literature. Supporting content will include vox pops conducted on the street with young women which will be released on the blog throughout the campaign.
With a focus on modern shareable content, the campaign will galvanise young women to submit inspiring quotes that they would tell their future selves, using the hashtag #FaceFoward. Some of the quotes will be repurposed into Tumblr art, such as gifs and cinemagraphs.
The campaign will also live on Yahoo Style, a newly launched digital magazine which is the next generation of digital publishing, powered by Tumblr to deliver rich, shareable content across any device.
Content will be distributed using the full suite of Yahoo advertising products to effectively reach the exact target audience on both Yahoo and Tumblr. This includes Yahoo Gemini native advertising, Tumblr Sponsored Ads including video, as well as programmatic and display advertising. In addition, the main campaign video will be distributed via BrightRoll, the industry leading programmatic video buying platform acquired by Yahoo.
Patrick Albano, VP of Advertising Solutions, Yahoo EMEA says: “Clinique is a new client of ours and it was an exciting brief which has allowed us to use our full range of advertising platforms and products. Together Yahoo and Tumblr reach a global audience over over 1 billion monthly unique users and we can help brands reach any demographic on any device. Tumblr is a place where conversations start and this #FaceForward blog is a fantastic opportunity to do just that, with a focus on highly shareable social content in order to also drive earned media.”
Natalie Clarke Clinique UK Group Marketing Manager, Clinique adds: We are so pleased to work with Yahoo for our FaceForward campaign. The inspiration for the campaign came from a generation of young, bold, confident women that embody Clinique’s vision and beliefs. We feel that Yahoo and Tumblr allow us the ideal platform to reach these young women with bespoke content. We are excited to launch our #FaceForward movement with such a strong collaboration.