For years, Clinique advertising focused solely on beauty product claims. We set out to humanize and modernize the brand with Clinique's first global digital equity program and social media-centric campaign, #StartBetter—a rallying cry for women everywhere to start, whatever they were starting, better.
I helped to concept and successfully pitch this new platform and created social posts to support the #StartBetter manifesto. From this campaign Clinique saw a 240% increase in social brand advocacy, a 33% rise in purchase intent, and 97% of women who saw it felt the brand was more relevant to them.
Miracle-Gro wants to inspire people to grow something greater. When we grow, we grow more than just plants. We grow stronger connections, healthier outlooks, greater purpose, and more imagination.