In a context of fierce competition at the end of the year, Clarins chose innovation over one-upmanship. By activating BeReal as an acquisition and conversion lever, the brand found an effective formula to stand out.
When a platform’s codes become a competitive advantage
In periods of strong commercial pressure, media budgets pile up, messages become uniform and consumers’ attention grows scarce. In this context, repeating the same levers year after year risks diluting your impact.
BeReal imposes its own codes: spontaneity, authenticity, constrained timing. Rather than working around them, Clarins chose to exploit them fully, turning a conversational space into an acquisition and activation lever in the service of conversion.
Where attention is still available and usage is still taking shape, brands have a key advantage to stand out and build preference.
The approach deployed is based on a logic of continuous conquest, structured around two complementary stages.
Recruiting new audiences
The aim was not to reactivate an existing base but to capture affinity profiles: consumers still little exposed to the brand, whose interests and behaviours make them naturally receptive to its universe.
Engaging to convert
Creative content oriented around gifting, designed to spark immediate interest and redirect to e-commerce offers. In an environment with constrained formats, creative becomes a key differentiation lever.
Performance does not rest on activating a single lever in isolation, but on overall coherence: addressing the right audience, with the right content, in the right context. On BeReal, as elsewhere, value is created in the alignment between media, creative and journey, in the service of conversion.
Results that validate the approach
The campaign reached and engaged +1.3 million people in incremental audience, directly exposed to the offers and oriented towards buying online.
A figure that goes beyond simple visibility: it is a qualified audience, measurable in its business impact, showing that a platform like BeReal can contribute to conversion, beyond its role as brand expression.
What this changes in media investment trade-offs
In a period of strong competitive pressure, performance is not played out only on investment levels, but on their allocation. The issue is no longer just to intensify presence on established channels, but to identify environments able to bring incremental audience and more available attention.
These platforms should no longer be seen only as image relays, but as complementary levers in an acquisition and conversion strategy, to be activated with discernment.
Going further: our Content & Influence expertise ; see the Clarins case study.
On the same topic: « How to measure the performance of social campaigns today » and « Content is the New Targeting: why creative is at the heart of performance ».
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