Clinique: #StartBetter

For years, Clinique advertising focused solely on product claims. We set out to humanize and modernize the brand with Clinique's first global digital equity program and social media-led campaign, #StartBetter — a rallying cry for women everywhere to start, whatever they were starting, better.

I helped to concept and successfully pitch #StartBetter and created social content to support the manifesto. Clinique saw a 240% increase in social brand advocacy and a 33% rise in purchase intent, and 97% of women who saw our campaign felt the brand was more relevant to them.