Clarins, an internationally renowned beauty brand, has long been committed to support a love for nature and caring for communities. With a mission to create a better environment for the next generation, Clarins has ingrained positive brand values deep within the hearts of consumers. This year, during its brand charity month, Clarins continues its partnership with the global philanthropic brand "FEED," allowing every customer to contribute to Clarins's 12-year-long FEED donation campaign through purchases, receiving related gifts in return.
Additionally, Clarins has collaborated with the Eden Social Welfare Foundation's "Sending Love to the Tribes" project. By simply following Clarins's official Instagram, every follow will be converted into a small donation to the foundation, expanding the spirit of love for children in Taiwan and realizing the vision of helping children in remote areas.
In this project, the brand aims to leverage online exposure of influencers to spread the philanthropic concept to consumers of different age groups and reach out to new demographics to increase participation in the campaign. Therefore, CAPSULE has assisted the brand in planning influencer marketing strategies. The focus is on selecting candidates who advocate for parenting, love for children, and charity. Through various content formats such as YouTube, Facebook, Instagram posts, and Instagram stories, Clarins communicates with its audience, ensuring that even those who may not typically shop for luxury goods or follow fashion trends can join in the philanthropic effort!
Peter Dad and Susan Mom
YouTube Videos, Facebook Posts
With nearly 400,000 subscribers, the top tier parenting channel "Peter Dad and Susan Mom" delivers the correct concepts of child education in its videos, focusing on the theme of "2023 Children's Festival." In addition to conveying the right principles of child education, the videos also articulate the key point of the brand campaign: "Education is the key to breaking the cycle of poverty," encouraging parents to send their children to school. Moreover, the videos seamlessly integrate recommendations of products and detailed information about upcoming events at the end, resonating deeply with the audience.
Wei 0
Instagram Post
As a mother of two, Wei 0 shares photos of interactions with her children in both text and image formats on Instagram. In her captions, she discusses how having children has made her more aware of child welfare issues. She aspires to contribute to society in any way she can, which is why she has joined the philanthropic activities of Clarins this month. Encouraging her followers to join her in "giving children a hopeful future," she highlights Clarins' products for their natural properties, emphasizing that even pregnant women can use them with ease.
Little Elephant
Instagram Reels, Facebook Post
The beloved philanthropic figure, "Little Elephant" draws from personal experiences to share five travel tips and recommend products suitable for outings with followers. The campaign also promotes giving back to society through the consumption of Clarins products. In the video, Little Elephant mentions, "Buying things you like and doing charity together is really meaningful!" in a down-to-earth manner, urging fans to participate in this campaign initiative.
The Family of Mr. Sam
Instagram Visuals & Captions, Facebook Posts
"The Family of Mr. Sam" a graphic storytelling creator, utilizes hand-drawn illustrations combined with narrative content to convey the essence of the charitable event. Diverging from the conventional use of visuals and videos common in the beauty industry, this storytelling approach is packaged with narrative content, allowing consumers to quickly grasp the main points while also prompting deeper reflection on the significance of charitable activities.
This project marks the first attempt to expose the philanthropic activities of Clarins. During the marketing period, the campaign garnered nearly 340,000 exposures on YouTube videos, over 310,000 exposures on social media posts, and more than 60,000 impressions on Instagram stories. While the brand received significant exposure and positive discussions, it also achieved nearly a thousand clicks, attracting a large number of consumers to explore and engage with the campaign page, initiating further understanding and purchase actions.