2013 Winners & Shortlists

The Campaign

Simply, Middle East teens don't watch TV, and yet they crave real content. Clearasil therefore partnered with Universal Music Group where one lucky winner would meet their favorite star: Justin Bieber, Selena Gomez, Rihanna, Taylor Swift or Ne-yo. Through a social media campaign, the lucky winner's meeting with the star would play out as a three part web series only available on our FB Page. Covering their entire trip from touchdown to meeting, the web series was open to fans of Clearasil Middle East only.

Results

CHALLENGE Clearasil was a competitor brand in the teen skin care market. They wanted to create a connection between the brand and music. They wanted to make teens feel confident, confident enough to even meet the music hero of their dreams. All this with a tiny budget and where 78% of teens don't watch TV. INSIGHTS Teens love music. Teens love to consume real content, just not on TV. EXECUTION So… …we rolled out a branded content strategy revolving around… ...user uploaded music videos… …and... …most importantly we produced a reality web series partnering with Universal Music, one of the world's largest content producers. The web series documented a fan's journey on the road to meeting their favorite star with confidence. We knew we had to wrap it up so it would "punch" 1) FB Page 2) Competition 3) On pack 4) Prizes 5) And the reality web series RESULTS And this is what we created: 1) Growth from 1 to 100k+ in two months 2) 2nd largest Clearasil FB page in the world 3) Most engaging Clearasil social channel with 10%+ engagement rate 4) Most engaging teen skin care page in ME 5) 990k web series views in two weeks 6) 27% of views virally syndicated

The campaign took place over six months and drew upon: 1) FB Page 2) FB App 3) Performance Media 4) On-pack promos that could only be entered at the FB Page.

As mentioned, we grew to be the second largest Clearasil FB Page in the world in two months. We surpassed our target of 500k views almost two-fold nearly reaching 1M views over two weeks that the web series ran. Clearasil now owns the music space within our segment and continually will be reinforcing this by inviting our fans with VIP tickets to J-Lo, Justin Bieber and other music related events.