The commercial strategy for the site was centered on creativity, utilising the white space surrounding the editorial, engaging with the user in a non obstructive way. Good Housekeeping had shot a commercial feature for the Even Better Eye product appearing in the magazine, coinciding with the website launch. Each web page used elements from the magazine shoot, immediately creating synergy.

Good Housekeeping also created a bespoke area within the website, with specially created content for the Even Better Eye product. This gave users a deeper content experience. A video produced from the magazine shoot gave users a “behind the scenes” experience when they visited the website. This rich content, enabled Clinique to communicate their objectives promoting the history, heritage and depth of the brand.

Good Housekeeping and Clinique executed a comprehensive social media campaign across a plethora of platforms in order to drive users to the Clinique content on goodhousekeeping.co.uk.

The campaign achieved its aim of communicating key objectives for the product to the target audience, across both print and digital platforms. The key strategic goal of creating synergy between the print and digital activity was successful, with the content thread driving readers of Good Housekeeping magazine to goodhousekeeping.co.uk to access further content. The digital creative execution was also successful, delivering a 1.07% CTR, and it engaged the user, with a dwell time of 2.07 minutes. The content area attracted 27% of Unique Users in the campaign period and was the fourth most read content piece on the site.