2013 Winners & Shortlists

Results and Effectiveness

RESULTS And this is what we created: 1) Growth from 1 to 100k+ in two months (graph) 2) 2nd largest Clearasil 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

Creative Execution

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

Insights, Strategy and the Idea

CLEARASIL :: MEET YOUR FAVORITE STAR 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.