Clinique

The objective

Creating brand safe awareness for a viral lipstick sensation

Clinique is a world-leading skincare and cosmetics brand under Estee Lauder, specialising in products that are dermatologist-tested as safe, simple and effective. They saw early campaign success on TikTok thanks to the #TikTokMadeMeBuyIt trend selling out their Almost Lipstick in shade Black Honey and giving them the confidence to explore additional advertising opportunities. With the lipstick back in stock, they wanted to drive more impressions while ensuring brand safety on platform.

The solution

Working with Integral Ad Science to safeguard ad content

Clinique decided to implement a Reach & Frequency campaign via In Feed Ads with a key objective to drive awareness of the Black Honey lipstick. The campaign targeted women 18 and above with a series of videos showing users trying the lipstick, showcasing how it looks great on different skin tones, as well as discussing the lightweight feeling and texture.

To safeguard the brand safety of their ad content, they also decided to implement the pre-campaign Brand Safety Solution from Integral Ad Science (IAS) to verify the content served on either side of their ads.

So, how does the solution work? TikTok shared the ad content with IAS who reviewed it against The Global Alliance for Responsible Media's (GARM) brand safety categories. IAS then provided TikTok with verified videos to be served adjacent to Clinique's ads, which is organic user generated content gathered through the pre-campaign process. These videos were refreshed multiple times a week by IAS, who also provided insights into verified impressions and brand safety on a weekly basis.

The results

Driving millions of impressions while maintaining brand safety

The campaign was a great success, driving 4.25 million impressions with 97.67% of ads delivered in a brand safe environment. The rate for impressions that didn't fail was even higher, coming in at 99.85%, which falls within the range for successful brand safety campaigns.

Together, Clinique and IAS were able to deliver an incredible campaign promoting the Black Honey lipstick without compromising on brand safety.