Clinique has launched a major new online initiative - the ‘Clinique 3-Step Virtual Dance Party’ (www.clinique3stepdance.com.au) - that allows young women to connect in social media and online spaces, while aiming to raise a target $10,000 for the youth cancer charity ‘You Can’. For every person who joins the virtual party, Clinique will donate $1 to You Can.
Designed to promote the company's iconic 3-step routine in a fresh and engaging way, Kate Wormald from season one of 'So You Think You Can Dance' is supporting the cause by creating her own 3-Step Dance for dancers to learn.
The Clinique campaign has also aligned with another ‘dance partner’ – Fitness First – who will promote the initiative at their fitness centres. The campaign rewards the best dance party creators and participants with products and prizes.
Therese Waters, Clinique Communications and Digital Marketing Manager commented:
"The 3-Step Virtual Dance Party is a online brand promotion that also sees us raising funds for Youth Cancer charity in a healthy and fun way, without requiring the commitment of going to a physical event."
The mostly online campaign - focusing on 18-24 year old Australian females - was created and handled by Sydney-based agency Imagination.
With a six-week launch phase, Imagination developed the digital and social media strategy, the creative concept, the launch web site, plus a permanent Facebook presence for the brand. Imagination has also created digital advertising assets and retail point of sale communications.
Commenting on the Clinique initiative, Andrew Korecki, Head of Digital at Imagination Australia said:
“Dance is a huge social activity for Clinique's main audience. By creating a virtual dance environment where socialising is paramount, we’re encouraging consumers to become involved with new online friends, as well as the brand, on a more personal level.”