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Benefit Cosmetics

The challenge

Benefit Cosmetics were looking for a head-turning and memorable campaign to showcase their best-selling primer POREfessional.


An analysis of women’s conversations in social highlighted that 4pm was the time they were most likely to be talking about make-up slip. Our strategy was shaped around this discovery.


The central idea behind the campaign was to position 4pm, as Pore O’Clock, the perfect opportunity for women to retouch their complexion and lift their spirits with Benefit’s POREfessional. Our ambition was to own 4pm and to rebrand it #poreoclock.


Benefit’s promotional SpyGals launched the campaign, storming public places and office sat 4pm each day to spy make-up slippage and hand out POREfessional samples. By tweeting @benefituk, people could request a visit from the SpyGals at their office or workplace. An alarm bell announcing their arrival, pumping music and a group dance routine all ramped up the drama, prompting people to share news of their visits viaTwitter, Facebook and Instagram

We created a #poreoclock digital hub to capture the campaign activity and all the great social content being produced. A takeover of the Benefit UK website happened every day with virtual SpyGals dropping in when the clock on the site struck 4pm to reveal a discount code for visitors to obtain a POREfessional sample and an innovative Twitter voucher machine automatically tweeted a personalised voucher at 4pm to people using the #poreoclock hashtag, allowing them to get a POREfessional sample.


In one month there were over 15,000 mentions of #poreoclock, trending on Twitter twice. Almost 4,000 coupons were issued, putting the product in the hands of customers across the UK. Over 472,000 engagements across all social channels helped spread the word and drive sales of POREfessional – which increased 53% YoY. The campaign was so successful it has recently been expanded into 12 further countries.

increase in sales