USC Annenberg ·
Integrated Marketing Communications ·
2025 ·
USC Annenberg · Integrated Marketing Communications · 2025 ·
Clinique Campaign
Timeless starts with you
I developed an integrated marketing campaign repositioning Clinique for Gen Z, using consumer research and statistical analysis to translate audience insights into brand strategy, creative direction, and a multi-channel campaign.
01 — The Challenge
High Awareness, Low Relevance.
Clinique has strong brand recognition and clinical credibility, but younger consumers increasingly associate the brand with older generations.
Objective: Reintroduce Clinique to Gen Z without sacrificing the trust behind its dermatologist-developed positioning.
02 — Research & Insights
Turning Data Into Strategy
I analyzed consumer survey data in SPSS to identify how age, brand perception, and purchase priorities influenced Clinique’s relevance.
SPSS · Correlation · Chi-Square · ANOVA · Survey Research
03 — The Strategy
From Trusted to Relevant
Research revealed a clear opportunity:
Modernize Clinique for Gen Z while preserving the clinical credibility that differentiates the brand.
Positioning
Trusted for generations. Made for today. Clinique
Campaign Concept
Timeless Starts with You
Audience
Gen Z women, 18–28.
Skincare-conscious · digitally engaged
04 — Creative Execution
Research → Campaign
Integrated OOH + Social
Research-driven Gen Z campaign concepts
Short-Form Social Video
Concepted · Scripted · Filmed · Edited
Watch Video →
05— Go-To-Market
From Concept to Launch
Built a six-month go-to-market plan connecting campaign investment, channel strategy, activation timing, and performance measurement.
900K
Hypothetical Campaign Budget
6 Months
Integrated Launch Roadmap
Digital • Social • OOH • Experiential
Multi-Channel Activation