Print and dig­i­tal in one idea

Us­ing the same ad on mul­ti­ple plat­forms: Clin­ique shows how it’s done

The Coffs Coast Advocate - - BETTER BUSINESS - Me­gan Haller www.thinkwith­

THE multi-screen world – where peo­ple con­sume con­tent across a va­ri­ety of plat­forms, of­ten at the same time – is noth­ing new but it’s a trend that’s been ac­cel­er­at­ing.

Beauty brand Clin­ique part­nered with Google’s Un­skip­pable Labs to chal­lenge the maxim that each plat­form re­quires dif­fer­ent cre­ative. The goal was to show it’s pos­si­ble to do more with less.

That led to an idea. What if in­stead of rein­vent­ing the wheel for each dig­i­tal cam­paign, you could trans­form your print ads into six-sec­ond video “bumpers” by adding mo­tion graph­ics, thus sav­ing cre­ative re­sources, time and money?

Clin­ique de­cided to test the idea with its Chubby Plump and Shine cam­paign, an up­dated ver­sion of the iconic Chubby Stick Lip Colour. From print ads to bumper ads Clin­ique shared three ver­sions of its print cre­ative with the Un­skip­pable Labs team, which then brought the ads to life us­ing sim­ple an­i­ma­tion.

The first ver­sion, “Bal­loons,” opened with the print ad, which con­veyed the plump­ing ef­fect of the prod­uct with Clin­ique’s unique visual wit. Of the three bumpers, this ver­sion most closely re­sem­bled the print ad on which it was based and what the con­sumer would see in store at the point of sale.

The sec­ond ver­sion, “Tribe,” fea­tured an ad with the four dif­fer­ent Chubby Stick for­mu­las that faded into the brand logo.

The fi­nal ver­sion, “Lips,” fea­tured the Chubby Plump and Shine prod­uct alone, im­posed on a digi­tised back­ground. Of the three bumper ads, this one was least re­flec­tive of its orig­i­nal print cre­ative.

Once the cam­paign launched, the Un­skip­pable Labs team tested viewer re­sponse us­ing Brand Lift stud­ies. In line with Clin­ique’s goals, suc­cess was based on lift in ad re­call and prod­uct aware­ness.

To­pline re­sults showed a rel­a­tive ad re­call lift of 69.4% and prod­uct aware­ness lift of 26.1%, which Clin­ique con­sid­ered best in class for the beauty cat­e­gory.

“Bal­loons,” the ver­sion that most closely re­sem­bled its orig­i­nal print ad, was the top per­former of the three, driv­ing 42.8% rel­a­tive lift in prod­uct aware­ness. Among Clin­ique’s tar­get age 18–24 au­di­ence, “Bal­loons” de­liv­ered a 93.7% rel­a­tive lift in prod­uct re­call and a 41.7% rel­a­tive lift in prod­uct aware­ness. Ap­ply­ing the lessons to your own cre­ative strate­gies Be­yond th­ese suc­cess met­rics, here are three lessons from the ex­per­i­ment with thoughts on how to find your own me­dia and cre­ative ef­fi­cien­cies. 1. Keep the mes­sage con­sis­tent across plat­forms

The best-per­form­ing ad, “Bal­loons,” had a sin­gle-minded prod­uct fo­cus, con­veyed the prod­uct’s ben­e­fit and was con­sis­tent with the im­agery cus­tomers saw in print and in store.

Clin­ique’s print ad­ver­tis­ing drives im­pact by weav­ing a strong thread be­tween ad cre­ative and the prod­uct, an ap­proach that suc­cess­fully trans­lated into a six-sec­ond video. 2. Plan your print cam­paigns with six-sec­ond videos in mind

Print ad­ver­tis­ing re­mains a sig­nif­i­cant in­dus­try in the US, with mar­keters pro­jected to spend more than $25 bil­lion in 2017. And for brands like Clin­ique that rely on key vi­su­als to sell mer­chan­dise, print and still im­agery will al­ways be part of the mar­ket­ing plan.

This ex­per­i­ment proves that print cam­paigns can be de­vel­oped with new cre­ative pos­si­bil­i­ties in mind. Now brands can con­sider how still im­ages lend them­selves to move­ment and can be brought to life in a dig­i­tal for­mat.

Clin­ique plans to cap­ture video while shoot­ing key vi­su­als for print when­ever pos­si­ble. 3. Con­vert­ing print ads to bumper ads can un­lock me­dia ef­fi­cien­cies

Al­though the amount Clin­ique in­vested in this test cam­paign would have been in­suf­fi­cient to sup­port an en­tire print cam­paign, the ap­proach was a great way for the brand team to un­lock me­dia ef­fi­cien­cies, par­tic­u­larly in the con­text of a sec­ond-tier launch.

What does that mean for other mar­keters? Even if you’re work­ing on a tight bud­get, you don’t have to choose be­tween print and dig­i­tal. If your cus­tomers are in both spa­ces, you can be too.

MAKE IT: Beauty gi­ant Clin­ique trans­forms its print ads into six-sec­ond video ‘bumpers’. PHOTO: CLIN­IQUE

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