AI-Powered Smart Segmentation to Engage Premium SES Mom Segments with Supermom and Clinique
Brand Introduction
Clinique is a well-known skincare and cosmetics brand that was founded in 1968. A pioneer in dermatologist-developed skincare products, Clinique's product line includes skincare, makeup, and fragrances, targeting various skin types and concerns. Clinique is part of the Estée Lauder Companies and is recognized for its commitment to creating effective products backed by scientific research.
Short Description
Supermom harnessed the power of AI to engage premium Clinique users who are passionate about skincare. These Key Opinion Moms (KOMs) documented their journey using Clinique products over seven days, capturing impressive before-and-after results.
Through a mix of compelling content, they showcased visible improvements in skin tone and texture, sharing their transformations across social media to inspire and engage the brand’s core target audiences of Premium SES mothers.
Objective:
Beyond basic brand awareness, the campaign focused on driving authentic conversations around the Clinique Even Better series. By leveraging user-generated content from Supermom's AI-Driven precision targeting tool, we selected relevant Key Opinion Mothers (KOMs)to authentically highlight and showcase real experiences with Clinique’s products and their unique benefits, creating a compelling narrative that connected premium skincare efficacy with everyday beauty routines.
Solution:
Supermom harnessed the power of big data and AI-driven segmentation to precisely identify high impact Key Opinion Mothers (KOMs) through a seamless blend of Instagram and Facebook based campaigns engage premium moms. By leveraging our advanced targeting capabilities, we not only surpassed the client’s reach expectations by an astounding 990% but also fostered exceptional engagement, driving meaningful interactions about premium skincare that resonated greatly with Clinique's target audience.
Impact
The Clinique campaign was a success due to its high engagement, strong audience sentiment, and positive word-of-mouth. Key Opinion Mothers (KOMs) generated significant interaction through authentic reviews, with the brand's intended target of upper class SES segment expressing keen interest in trying the products and asking where to purchase them.
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Campaign drew 990% higher reach than targeted for Instagram and Facebook, showing strong brand appeal
- 6.5% Higher Engagement Rate than targeted
- 30% Increase in Talkability for Clinique
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Generated significant impression among core target audiences and high potential buyers on Facebook and Instagram
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Achieved strong media impact value beyond expectations across both platforms, showcasing strong ROI
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Created sustainable word-of-mouth momentum with parent communities
Activity/Channels:
Over a less than 2 months campaign period. we executed:
- High-impact KOM activations in Malaysia, driving strong engagement within premium SES segments.
- Strategic content integration across leading parenting communities to maximize reach.
- Authentic product demonstrations and reviews, fostering trust and credibility.
- Personal skincare journey storytelling, creating deeper emotional connections.
- In-depth user experience sharing, reinforcing product efficacy through real-life insights.