Clinique, the American cosmetics brand, famous for its allergy-tested products, has decided to engage with its clients differently. Its recent campaign, titled “3 Step coach”, uses a specially designated online platform for this purpose. Clinique invites users to register as “coaches” on a Facebook Connect application, designed and developed by Emakina. Once registered, the challenge is on. Their goal is to invite as many friends as possible, and then share information on Clinique products as well as their personal experiences with them. Coaches are awarded with “badges” for each successful invitation or item they advertise. They become official “ambassadors”, after having collected a total of seven badges.
During the course of one year, all ambassadors receive Clinique products, corresponding with the experiences they write about. They are also treated with a personal coaching session, offered by an official Clinique expert. This experience will guide them on how to best match their skin types and needs with the most appropriate Clinique products. Friends of the ambassadors, who follow the activity online, get a VIP treatment as well! They each receive a three months products supply and the opportunity to join their ambassador during the one-on-one coaching session.
The “3 Step coach” application is unique in communication on beauty and cosmetics. Clients interact intensely with the brand, and deepen their knowledge of its various products. Furthermore, this campaign, covering 8 different European countries, was adapted to in the various languages of each local market.