Mar 28, 2023

Clinique Successfully Tests Its New Outdoor Advertising Campaign

Challenge

In a highly competitive market, Clinique needed to test consumer opinions on the product communication for its new Clinique Even Better Clinical™ Serum Foundation through an upcoming outdoor advertising campaign.

A key point in understanding the audience in the Turkish market was whether to use celebrity endorsements in global main visuals or if they preferred to see the product packaging itself.

Solution

Real-time pre-campaign testing to understand the target audience's thoughts on main visuals and slogans.

Using Sorbunu, Clinique utilized our real-time market research tool to target women aged 18-40, interested in sports, skincare, and preferring luxury cosmetic products, who had shopped online or at chain perfumeries in the last three months. This demographic was key to understanding how the advertisement would impact overall purchase intent.

Results

The speed and hyper-targeting capabilities of Sorbunu enabled us to gather valuable and real-time insights. The participants (707 samples) completed the survey within 17 minutes. The main visual and slogan selected by the consumers were then featured on outdoor advertising billboards. The main visual that included the product packaging was chosen by 39.46% of the respondents.

Participants were also asked to select the phrase that better described the 'multivitamin effect in makeup.' The slogan '1 foundation. 3 serum technologies. 24-hour coverage and concealment' was chosen by 67.04% of the respondents. This choice was the top selection across all age groups and socio-economic groups.

When participants were asked to examine the visuals and identify features that distinguish the product from other foundations, the top three insights were easily determined using Sorbunu's labeling and word counting feature.

• "Immediate impressive results."
• "Create miracles with only one product."
• "Nourish your skin while using foundation."