How Newsner helped Clarins with an influence collaboration to drive awareness

Goals and objectives for the case
Clarins is a French family-owned company that is a leader in skin care and make-up. With over 65 years in the business, they operate in almost 150 countries.

The purpose of the campaign was to promote a skin care series for women aged 45 and over in Sweden. The editors at Newsner created a collaboration with 50-year-old influencer Shama Persson to increase the buzz around the new Clarins skin care line.

KPI’s:
The main focus was the branding for Clarins, and the objective was to drive awareness and interest in the new skin care line. Our target goals were to reach a high number of readers, have a high reader engagement time, and a high volume of interactions on social media. In terms of the midscroll placement, the aim was to have a high CTR and also be able to increase it during campaign period.

Target audience:
The main target group for the campaign was women aged 45 and over. Thus we used our page Nöjeslivet as it seemed the best fit in terms of our intended target group. The Nöjeslivet audience is primarily female, specifically identified as being mature and high-spending.

Creative idea:
Newsner decided to collaborate with 50-year-old influencer Shama Persson since it would be ideal to reach our target demographic.

The campaign started with an editor from Nöjeslivet doing an in-depth interview with Shama Persson about aging, skin care, and self-esteem at the age of 50.

The article was published on Newsner’s website Nöjeslivet on a top position to attract a lot of readers.

Results:
The article got a 1,1-minute reader engagement time and over 1600 in social media interactions. These are numbers we are very proud of!

To enhance the campaign and increase the CTR we also added a midscroll, a high-impact format, as well as a retargeting solution.

The midscroll placement turned out to work very well too. Initially, the CTR of the campaign on all web pages had a CTR of 0,54. When the native article had reached over 100,000 readers, we created a retargeting campaign towards visitors who had read the article with the same ad and remaining budget. This increased the CTR to 0,74 – this is an increase of over 37 percent.