Clinique rolls out data-led podcast ‘No Filter’ in partnership with Mamamia via OMD Sydney
OMD Sydney and Clinique have partnered with Mamamia in their latest ‘No Filter‘ podcast, using real-time data insights to inform the content themes.
The campaign was designed to demonstrate Clinique’s authority in skin care through a series of integrated brand segments that speak to the top skincare concerns of listeners.
OMD Create, OMD’s content and integration team, combined keyword search data with social listening, to identify Australia’s top six skincare concerns. These proof points then guided the weekly topic focus of each episode to ensure the content resonated with listeners.
The segments featured, Janet Pardo, the SVP of global product development at Clinique who shared her expertise with listeners, alongside Mamamia founder, Mia Freedman.
Says Corinne Duffy, national marketing manager at Clinique: “Skincare is such a personal experience for millions of Australian women. OMD Create ensured we reached our audience with a highly relevant message, unearthing insights such as, Adult Acne being the number #1 skin care concern of Australian women right now. We delivered expert advice through a highly engaged medium and are thrilled with the results of the campaign.”
Says Thomas Hutley, head of OMD Create Sydney: “The range of skin care topics explored by Janet and Mia within ‘No Filter’ answered many of today’s questions most relevant to Australian women. By leveraging social listening and keyword demand data, we identified valuable insights to inform our topics of conversation. This resulted in a content series that provided real value to Mamamia listeners and answered their genuine skincare needs.”
Says Freedman: “We had an enormously positive response to the way we delivered authentic and useful content in a conversational way. Using podcast hosts to engage with brand custodians like Janet from Clinique, and backed by rich data insights, is an invaluable tool for engaging women.”
To date, the ‘No Filter’ podcast episodes, featuring Clinique, have received more than 300,000 downloads.
Clinique
Corinne Duffy – National Marketing Manager
OMD Australia
Thomas Hutley – Head of OMD Create Sydney
Katy Eng – Director of Content Strategy, OMD Create Matilda McMaster – Data Analyst, OMD Create Dorothee Gomez – Business Director, OMD
Melanie Thorne – Account Director, OMD
Angela Nguyen – Account Manager, OMD