Get Your Face Out There
Challenge
Clean & Clear is the UK’s number one medicated skincare brand. However, it was facing a tough challenge in the market place, with a declining relevance among its core audience of 12-17 year old girls. This was partly due to the ‘cheesy’ American TV advertising, which simply was not engaging UK teens on an emotional level.
The challenge was to find new ways to create channels that could drive brand relevance and better connect with UK teen girls. We needed to drive talkability of Clean & Clear among teen girls by improving the relevance of the brand in their lives.
Solution
The result of this cross-discipline creation process was Clean & Clear Personalised Winks: a global media first and a breakthrough in terms of connecting with teens in their own language, on their own terms.
Building on the long term dynamic of friendship, the execution took the confidence teens have in their complexions (due to the product efficacy) and encouraged them to show it off to their best friend in a personal way. Girls arriving at www.getyourfaceoutthere.com can select one of ten ‘Winks’, such as ‘Angel’, ‘You Rock’ and ‘Whatever’, upload a photo of their choice, then send their own personalised, animated ‘Wink’ to a friend during their next Instant Messenger chat. This was the first time that anyone has been able to personalize ‘Winks’ or upload photos to them.
Impact
In first 4 weeks alone we achieved:
- 1.6 million downloads
- 8 million branded interactions.
- MSN Silver Award
- IMA Awards Winner in Best Use of Rich Media and Best Consumer Product
