It's not you, it's me by emmaerhamza

IT’S NOT YOU, IT’S ME.

Clinique Summer 2022

Social Media Campaign

Emma Erhamza | April 1, 2022

It’s not YOU, it’s ME.

CREATIVE BRIEF

BACKGROUND

In 1968, a savvy beauty editor asked a leading dermatologist “Can great skin be created?” Clinique was born. Clinique’s mission has always been to provide the safest, most effective formulas in simple routines that bring remarkable results. No parabens. No phthalates. No fragrance. Just #HappySkin.

BUSINESS PROBLEM

Clinique may lose it’s newly captured Gen Z audience due to a lack of communication with this generation

TARGET AUDIENCE

18-23 year-old women in metropolitan areas

RESEARCH HIGHLIGHTS

Competitors are outpacing in digital transformation, leaving Clinique unable to communicate with younger audiences.

INISGHT

Clinique’s counter model is proven and continues to serve older customers, but they are failing to connect with their younger audiences as proven by their low engagement rates on social media and lack of personality online.

STRATEGY

Position Clinique as the go-to beauty brand for Gen Z women by showcasing their clean products and natural makeup via a social media campaign.

CAMPAIGN GOAL

Capture the Gen Z audience gained to Clinique from the virality of the Black Honey lipstick through a social media campaign empowering women and re energizing the Clinique brand.

S01 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

CREATIVE BRIEF CONT.

OBJECTIVE Increase Clinique’s presence on social media, more specifically TikTok and Instagra Increase rate from 0.06% to 1% on Instagra Maintain TikTok engagement rate of 13 Connect with the Gen Z audience while maintaining the legacy of Cliniqu Use language and messaging similar to Clinique campaigns in the pas Utilize influencers to increase awareness around Cliniques products and who they are as a bran Partner with 3 large influencers, 3 mid-size influencers, and 3 micro influencers

Must Haves/Consideration Logo must remain unaltered aside from colo Language must not be offensive or vulgar

Campaign Tactics and Executions/Media Channels: 5x Instagram storie 9x Instagram Post 5x Banner Ad To be placed on industry-related websites (Vogue, independent beauty bloggers, etc 2x pre-roll ads To be placed on YouTub 15 TikToks To be produced by partnered influencers)

CREATIVE DIRECTIO Confidenc Bol Unapologeti Brigh Clea Youthful

DELIVERABLE Instagra 9x Posts 5x Storie TikTok 2x Ads (for ad and content use 5x Banner Ad Influencer Partnership 9x Partnership Mockup Instagram profil PR Kit with contents

S02 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

TARGET MARKET

It’s not you, it’s me is targeting 18-23 year-old women in metropolitan areas. This is the primary audience for TikTok, with 43% of TikTok’s global audience being between 18 and 24 years old (1). Clinique has always positioned itsef as a go-to brand for women, and TikTok’s audience is 57% female (1). Aligining the traget market with the audience briefly captured from TikTok is crucial to achieving the campaign goals.

(1)(https://www.omnicoreagency.com/tiktok-statistics/#:~:text=TikTok%20Demographics,audience%20is%20older%20than%2055.)

S03 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

SYDNEY

(THE SPONTANEOUS

NIGHT OWL 22 year old femal Tampa, F 2,000 Instagram followers, 500 TikTok follower Favorite influencers: Jaden Photography, Brittany Broski, Jordan Hexem

Sydney is a 22 year old from Tampa, Florida. Currently, a freelance photographer, she spends a lot of her time browsing and promoting herself on social media. She is always looking for people to network with, try new things, and go to as many art shows as possible. Usually up all night, Sydney definitely takes advantage of the freelance lifestyle. Some days she gets to relax at home, and other days she is spontaneously called out of her house all day taking pictures. Outside of her work, Sydney enjoys spending time at home with her cat and roommate, meeting her friends for drinks, and going to the beach.

In the past, Sydney has struggled with her confidence. She has tried different makeup looks and clothing styles but only recently has seperated her own wants and needs with the expectations of others. She has settled on an androgenous look, with little makeup. Although she has come far in listening to herself first, she still finds herself doubting her external appearance.

PRODUCTS:

Mascara

Blush

Chapstick

S04 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

AUDREY

(THE BOOKWORM 18 year old femal San Francisco, C 500 Instagram followers, 40 TikTok follower Favorite Influencers: Maeve Books, Emily Mariko, Fancy and Paris

Audrey is a 18 year old from San Francisco, California. A recent high school graduate, Audrey still lives at home and is working at a local coffee shop for the summer. She spends most of her free time reading any book that romanticzes anything. Being an only child, she is used to being alone, and while finding comfort in her times spent with friends, is an introvert. Working a few days out of the week, she splits the rest of her time between her friends and herself. When she is with her friends, they like to go to different parks around the city for picnics. Audrey uses social media mostly for outfit inspiration.

Audrey is very comfortable with her style, and has her makeup and hair routine down pat. However, she feels nervous to put herself out there, and usually takes the backseat when around new people. She feels most confident in her own space with a small group of people she trusts, and is working through her social anxiety.

PRODUCTS:

Anything she can get her hands on

S05 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

SOPHIA

(THE SUNDAY BRUNCH-ER 20 year old femal New York, N 1000 Instagram followers, 5000 TikTok follower Favorite Influencers: Victoria Paris, Emma Chamberlin, Josh and Matt Design

Sophia is a 20 year old living in New York City. As unapologetic as they get, Sophia is a bubbly but direct marketing student that tends to be the life of the party. Living with her four best friends, she is never in a dull enviornment, and even after spending every waking moment with them, will still plan Sunday brunches with her girls. After posting a video of her goofing around to a TikTok trend, Sophia gained a small following on the platform, resulting in recieving a few PR boxes and working with a few small companies.

Very comfortable with herself and her style, Sophia is unafraid to try new things and express herself. She regularly tries new products to reflect her flexible style; her favorite accessories and products all just need to be either extremely easy to use or completely crazy.

PRODUCTS:

Mascara

Lipstick

Lipgloss

Highlighter

Concealor

Blush

Tinted eyebrow gel

S06 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

ABOUT THE CAMPAIGN The campaign uses Instagram and TikTok to connect with

it’s intended audience, and prompts them to engage

with Clinique’s social media.

IT’S NOT YOU, IT’S ME.

It’s not you, it’s me is a Summer 2022 social media

It’s not you, it’s me is playing on the saying “it’s not you, it’s me”, a bad boy

campaign showing the indivualit y and confidence of

cliche some know way too well. It is a recognizable statement, one that gives

18-23 year old women in metropolitan areas.

power and confidence to an individual. It’s not you that looks amazing in this

lipstick, it’s me. It’s not you that feels amazing in her skin, it’s me.

S07 | BRIEF |

AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

CAMPAIGN DESIGN

FUTURA PT

MISTO

These are the two main fonts for it’s not you, it’s me.

WAYFINDER

SCULPIN

To showcase variety and appreciation of individuality, these are two fonts to be used occassionally in packaging and visual content.

Bold, intense, fun, and summery colors reflect the uniqueness and confidence of Clinique’s customers.

S08 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

CAMPAIGN LANGUAGE

It’s not you, it’s me puts confidence first.

Do it for yourself.

Choose you today.

You are really really awesome.

You can make it happen.

Be the best you can be.

Love you.

THE POWER OF YOU

Clinique is inspiring and empowering the individual. The spotaneous night owl, the sunday bruncher, the girl just excited to read her favorite book in bed. We want to encourage young women to be themselves in whatever way they want. It’s not you, it’s me reflects the signifigance of not only being an individual, but being an individual that is unapologetic about it.

S09 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

CAMPAIGN COPY

SAMPLE INSTAGRAM/TIKTOK CAPTIONS

Beyonce once said, “Your self-worth is determined by you. You don’t have to depend on someone telling you who you are”, and we totally agree. Tell us about a time you had to remind yourself to stay confident, even when someone was pushing you down, in the comments below. Or, share this post with someone who needs a little bit of confidence today!

Show off your confidence with Clinique. Allergy tested. 100% Fragrance free.

Next time someone puts you down, remember to tell them that, “it’s not you, it’s me”. You are the one that looks amazing. You are the one who is doing great. You’re the one that shows love and kindess, especially to yourself. Tell us why it’s about you and not them in the comments below and share with a friend who needs to make it about them sometimes.

Show off your confidence with Clinique. Allergy tested. 100% Fragrance free.

Remember when Kris Jenner said, “You’re doing amazing sweetie!” at Kim Kardashian’s Playboy photoshoot? That’s a level of confidence, love, and support we aspire to have. Tag someone who always makes you feel loved and supported below!

Show off your confidence with Clinique. Allergy tested. 100% Fragrance free.

DO DO DO DO DO DO DO DO DO DO DO DO DO

IT IT IT IT IT IT IT IT IT IT IT IT IT

FOR FOR FOR FOR FOR FOR FOR FOR FOR FOR FOR FOR FOR

YOU.

It’s not YOU, it’s ME.

10 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

PHOTOGRAPHY The inspiration behind the photography was the classic Clinique look, just a little more relaxed and youthful.

We want to showcase the power of being yourself. Some of the shots are fun and happy, while others communicate the strength of confidence.

11 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

PHOTOGRAPHY The makeup is inspired by the bright colors behind the campaign, while still maintaining natural skin texure and glow.

Hair was kept completely natural, capturing individualality and miantaining the uniqueness of each model.

12 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

PHOTOGRAPHY

13 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

SOCIAL MEDIA CONTENT YOU ARE REALLY REALLY REALLY COOL

YOU ARE REALLY REALLY REALLY COOL

TODAY,

CHOOSE

YOU.

YOU ARE REALLY REALLY REALLY COOL

DO IT FOR YOU.

The goal of these visuals are to inspire the viewer to take a chance, gain some confidence, or just smile for themselves.

love YOU.

YOU CAN

MAKE IT

HAPPEN.

These will also be available for download through the Clinique Instagram as wallpapers to increase engagement.

YOU ARE REALLY REALLY REALLY COOL

14 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

BANNER ADS YOU CAN MAKE IT HAPPEN. Show off your confidence with Clinique.

love YOU.

Show off your confidence with Clinique.

DO IT FOR YOU.

Show off your confidence with Clinique.

TODAY, CHOOSE YOU.

These banner ads - to be placed on websites such as Vogue and independent blogs - are meant to grab the attention of the viewer and bring awareness to the brand.

Show off your confidence with Clinique.

YOU ARE REALLY REALLY REALLY COOL

Show off your confidence with Clinique.

15 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

BANNER AD VARIATIONS YOU CAN MAKE IT HAPPEN. Show off your confidence with Clinique.

YOU CAN

MAKE IT

HAPPEN. Show off your confidence with Clinique.

YOU CAN

MAKE IT

HAPPEN.

YOU CAN

MAKE IT HAPPEN.

The design for each banner can easily be reconfigured to fit the banner size.

Show off your confidence with Clinique.

YOU CAN MAKE IT HAPPEN. Show off your confidence with Clinique.

Show off your confidence with Clinique.

16 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

INSTAGRAM LAYOUT TODAY,

CHOOSE

YOU. YOU CAN

MAKE IT

HAPPEN.

YOU ARE REALLY REALLY REALLY COOL

YOU

ARE

AMAZING.

17 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

PRESS KIT

All of our partnered influencers will receive a PR kit, complete with a designed box, informational card, hoodie, Pop Sockets, personalized selection of Clinique products, and a Clinique gift card so they can shop their favorite products again and again.

18 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

PRESS KIT CONTENTS

19 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

PRESS KIT CONTENTS

The kit also comes with a limited edition makeup bag, and bestselling product Almost Lipstick in shade Black Honey.

20| BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

TALENT

Influencers with confident and unique personalities embody the spirit of it’s not you, it’s me. COYA

TikTok: 831.4K

CARO GURDIAN

TikTok: 566.6K

Instagram: 34K

YASMIN OKA

TikTok: 107.9K

Instagram: 41.6K

Three “tiers” of talent will utilized to maximize and diversify the reach of the campaign. VICTORIA PARIS

TikTok: 1.3M

Instagram: 285K

MALINALLI

TikTok: 1.9M

Instagram: 208K

EMMA CHAMBERLAIN

Instagram: 15.3M

ANDREA SNOWY

TikTok: 1.6M

Instagram: 40.9K

DREW AFUALO

TikTok: 6.8M

Instagram: 665K

EMILY MARIKO

TikTok: 10.2M

Instagram: 740K

21 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

It’s not YOU, it’s ME.

MEDIA ROLLOUT

Instagram Post

Banner Ad

Instagram Story

TikTok Ad

22 | BRIEF | AUDIENCE | DESIGN | ROLLOUT

Emma Erhamza

eerhamza@c.ringling.edu

908.803.3425