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Hashtag Interactive developed the #CLIOSilkuidChallenge for Korean cosmetics brand CLIO's Silkuid Lip Matte launch. Instead of a conventional product campaign, we invited women to wear the lipstick for seven days and document their experiences. Over one month, the campaign reached almost 200,000 people through 16 Facebook posts and 8 blog entries.
When Coty, the team behind Korean cosmetics brand CLIO, approached Hashtag Interactive for the online debut of its new Silkuid Lip Matte, the brief called for something that would stand out.
A typical product launch campaign was not going to be enough.
Our challenge was to develop a creative idea that would introduce the product while giving people a reason to engage with it over a longer period.
That meant looking beyond conventional beauty advertising and considering how real people could become part of the campaign itself.
Our creative process started with research.
The Hashtag Interactive team explored beauty magazines, makeup blogs, tutorials and social content to understand the formats people were already enjoying.
Makeup challenges caught our attention, including concepts such as the three-minute makeup challenge, no-mirror makeup challenge and blindfolded makeup challenge. We were also interested in online challenges that encouraged people to change their behaviour for a set period of time.
Those two ideas eventually came together.
What if wearing CLIO's Silkuid Lip Matte became a seven-day challenge?
That question became the basis of the #CLIOSilkuidChallenge.
The #CLIOSilkuidChallenge invited women to wear CLIO Silkuid Lip Matte for seven consecutive days and share their experiences along the way.
But the creative idea went beyond simply asking participants to try a product.
We wanted to explore whether women who were less comfortable wearing lipstick could change how they felt about it after incorporating it into their everyday routine.
The campaign therefore centred on real experiences rather than conventional product messaging.
Finding our first participant was not straightforward. A seven-day makeup challenge required someone willing to commit to the experience and share it openly.
Eventually, we met Mel, a self-described lipstick newbie who was ready to introduce more colour into her makeup routine.
Throughout the seven-day challenge, we documented Mel's experience and photographed her in different settings.
As the challenge progressed, Mel became more comfortable incorporating Silkuid Lip Matte into her routine. By the end of the week, she felt that wearing lipstick made a noticeable difference to her overall look.
Her husband, Mark, also reported that she continued wearing lipstick more frequently after completing the challenge.
Following Mel's experience, we opened the #CLIOSilkuidChallenge to CLIO's Facebook community.
The response gave us an opportunity to expand the campaign.
From 140 people who expressed interest in taking part, Ashlyn and Beverly were selected for the next stage of the challenge.
Both participants considered themselves makeup beginners. Over seven days, each experimented with two shades of CLIO Silkuid Lip Matte while documenting their experiences with photographs and daily updates.
This allowed the campaign story to develop through the voices and experiences of the participants themselves.
Over a one-month period from April to May, the #CLIOSilkuidChallenge achieved:
These results came from turning the product launch into an ongoing social experience rather than relying on a single piece of promotional content.
The #CLIOSilkuidChallenge also gave the Hashtag Interactive team an opportunity to experiment with Facebook's native publishing tools.
For Mel's updates, we published the campaign's blog-style content through Facebook Notes, allowing audiences at the time to follow the story without leaving Facebook.
The campaign also gave us direct interaction with CLIO's community and allowed participants to share their own experiences with the product.
One of our biggest takeaways was the value of building social campaigns around real people and everyday experiences.
Rather than simply telling audiences about a product, the #CLIOSilkuidChallenge gave participants a role in the campaign story.
Although social platforms and content formats continue to evolve, several creative principles from the campaign remain relevant.
The central idea was not Facebook Notes or a particular content format. It was the challenge of incorporating lipstick into someone's everyday routine.
Inviting people to participate created opportunities for the campaign to develop through genuine individual experiences.
A seven-day format allowed us to tell a continuing story rather than relying on a single product announcement.
Facebook's native tools helped us distribute the campaign at the time, but the technology served the idea rather than defining it.
The #CLIOSilkuidChallenge demonstrates how Hashtag Interactive approached a beauty product launch by combining creative strategy, social media content and audience participation.
The campaign:
Most importantly, it reinforced a principle that continues to inform our creative thinking: strong social campaigns give audiences something meaningful to participate in, rather than simply something to look at.
Hashtag Interactive is a Singapore-based creative strategy, social media management and integrated campaign agency. We develop audience-focused creative ideas and social experiences that help brands build meaningful connections with the people they want to reach.
The #CLIOSilkuidChallenge is one example from our experience developing social media campaigns for consumer and beauty brands.
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