Clinique Turns to Yahoo and Tumblr for #FaceForward Campaign

Clinique TumblrBeauty brand Clinique has teamed up with Yahoo and Tumblr to launch the UK iteration of its first major global digital campaign; #FaceForward which breaks today.

The content marketing campaign will encourage an 18 to 24 year old millennial audience to look to the future and give advice to their future selves. With a mission to create a movement of change, its aim is to put life and beauty confidence at the fore.

Yahoo is creating a #FaceForward blog on Tumblr specifically for the campaign. This will be the hub for a range of content created by Yahoo’s in-house content marketing team.

The Tumblr blog will showcase a video series created by Yahoo which interviews six inspirational young British women who are accomplished in fashion design, luxury travel, blogging, charity and literature. Supporting content will include voxpops conducted on the street with young women which will be released on the blog throughout the campaign.

With a focus on modern shareable content, the campaign is designed to galvanise young women to submit inspiring quotes that they would tell their future selves, using the hashtag #FaceFoward. Some of the quotes will be repurposed into Tumblr art, such as gifs and cinemagraphs. The campaign will also feature on Yahoo Style, a newly launched digital magazine powered by Tumblr to deliver rich, shareable content across any device.

Content will be distributed using the full suite of Yahoo advertising products to reach the target audience on both Yahoo and Tumblr. This includes Yahoo Gemini native advertising, Tumblr Sponsored Ads including video, as well as programmatic and display advertising. In addition, the main campaign video will be distributed via BrightRoll, the programmatic video buying platform acquired by Yahoo.

“The inspiration for the campaign came from a generation of young, bold, confident women that embody Clinique’s vision and beliefs,” said Natalie Clarke Clinique UK group marketing manager. “We feel that Yahoo and Tumblr allow us the ideal platform to reach these young women with bespoke content. We are excited to launch our #FaceForward movement with such a strong collaboration.”