Thirst Trap - Best Use of Brand Experience Winner - Whalar - The Independent Agency Awards 2023

Campaign Summary:

Clé de Peau Beauté, a premium beauty brand, set out to expand their devout following and introduce their products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram.

Martha (a long-time fan of the brand & products) had attracted a lot of internet attention with a selfie that people labeled a ‘thirst trap’ – a sexy photo posted with the intent of causing others to profess their attraction.

This worked as the perfect (and legitimate) excuse to reveal Clé de Peau as the secret to her ageless ‘thirst trap’ selfie.

We needed to promote the prestige products, drive users to the site and make waves on social and beyond.

We worked closely with Martha to create five videos in the style and language of TikTok. They had to look native to the platform but still perform like ads. Our nuanced approach combined Martha’s universal appeal, trendy-but-effortlessly-cool TikTok poses, and cheeky humor.

The audience loved it and made it go so viral that it became the client’s “best performing social and marketing campaign in the US.”

78 million views.
Beat brand lift beauty category benchmarks by 222% (Kantar).
43 press articles, 3+ billion impressions.
The Concealer was the #1 selling product in Feb 2022.
Outpaced the total prestige makeup market in sales growth by +10ppts.
Top viewed landing page of all time on cledepeaubeaute.com
Won awards at the Smarties, The Drum, Campaign BIG, Streamy’s and others and still winning.