Clinique Turns to Yahoo and Tumblr for #FaceForward Campaign

By David Murphy

Beauty 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. Tumblr is currently visited by over 1.6m female millennials in the UK every month.

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 …read more

Source:: Mobile App News