CLINIQUE
DDML+ SPF 50 LAUNCH
THE BRIEF
TMC were engaged to launch DDML+ SPF 50 in Australia with a dynamic, multi-pronged campaign featuring high-visibility activations at City2Surf, personalised and elevated mailers, and robust media outreach.
THE SOLUTION
TMC partnered with Clinique to deliver an immersive City2Surf campaign spanning Expo Day, a Finish Line pop-up, and PR amplification, all designed to maximise impact and social buzz around the launch of Dramatically Different Moisturizing Lotion+ SPF 50. The custom-built activations, from interactive games and branded merchandise to ice-block giveaways and influencer integration, replicated Clinique’s signature bathroom aesthetic across every touchpoint to leave a memorable brand impression. TMC also executed a bespoke SPF50 mailer to 110 influencers and a customised 3-Step-System to 40 micro-influencers.
The Results
The mailer campaign resulted in a total social reach of 2 million, generating an earned media value (EMV) of $57,000. The press coverage from the campaign achieved a combined print and social reach of 18 million, with 11 press hits across print and online publications. Expo and race day activity delivered a total social reach of 1 million, contributing an EMV of $28,000.