Professional Nerd. Award-Winning Marketer.
/Senior Director – Analytics & Insights /
Clé de Peau Beauté
Client
Clé de Peau Beauté
Year
2022
Location
New York, New York
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Awards
The premium beauty brand set out to expand its following and introduce its products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram.
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Winner: Creative Excellence - Best Influencer Campaign, Clé de Peau Beauté , Campaign US Awards
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Winner: Beauty, TikTok Partnership, The Shorty Awards
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Finalist in Launch Campaign, The Shorty Awards
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Gold Honor in Insights & Trends, The Shorty Awards
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Silver Honor in Product Feature Video, The Shorty Awards
The brief
Clé de Peau Beauté is set on a mission to introduce its products to a new generation, but how do you get millennials to stop scrolling and buy a $75 Concealer? The brand needed an icon who wasn’t afraid to turn heads.
The Idea
Enlisting the help of Martha Stewart to reveal Clé de Peau Beauté as her secret to the perfect selfie, including her infamous ’thirst trap’ photo, was key. The brand wanted to surprise viewers by juxtaposing luxury beauty with a playful tone, and Stewart was the perfect fit.
The TikTok videos had to look native to the platform but still perform like ads. Clé de Peau Beauté leaned into Stewart's genuine passion for the products and her engaging personality and tongue-in-cheek humor. It knew that TikTok can be a tricky platform to navigate. Users are quick to mock inauthentic, unrelatable content.
A Gen-Z focus group ensured the script wouldn’t make Stewart come off as trying to be a ‘cool mom’, but rather her beloved self as a badass aunty. She had already set the tone with her ‘thirst trap’ selfie the previous summer, and the brand needed to incorporate the social trends of how-to beauty tutorials, lifestyle-guides, plus the choreography and body language that’s native to the platform.
The Results
The brand created five different videos, with the first garnering over 5m views in the first five days. In total, across all content, Clé de Peau Beauté exceeded 78m views on TikTok and Instagram.
Beyond the platforms, it sparked 43 press articles and over 3b impressions.
This campaign was a winner at The Drum Awards for Social Media 2022.