In the first month, #startbetter quote cards were also widely distributed to empower the Clinique woman. Once she joins the conversation, a response will be returned with a beautifully designed pledge card with the look and feel of the #startbetter manifesto, engraved with her name.

To close the loop and bring the woman back to the Clinique promise, we created a pledge mechanic to promise better skincare. Three women, together with their best friend, will receive an exclusive experience with the Clinique consultants and a set of customized Clinique skincare products to help them realise their #startbetter goal.

Through this campaign, Clinique grew its fanbase tenfold. #startbetter posts scored 500% better engagement than the average Clinique post. “Tag your friend” function was up 300%. Results so phenomenal we were told to recheck our numbers.

Positive comments in message threads showed women were embracing change.

Our pledge cards were widely shared and retained. And photographed on office cubicle walls, public spaces and personal drawers. It was inspiring for Clinique to have taken such a simple, yet bold step. To ensure that the Singaporean woman was now empowered, whatever her social standing, to #startbetter.