Brief
Reactive has partnered with Clearasil, a top selling skin care brand, since 2010. Clearasil approached Reactive to extend their 2010 campaign ‘The Secrets and Science of Looking Awesome’ with a digital approach by utilising social media and promoting awareness of the brand.
Clearasil’s target audience is an even mix of males and females aged between 16-25. The objective of the campaign was to reach more consumers organically through social networks such as Facebook. The challenge is to appeal to an older demographic and maintain loyalty with their target audience as they get older.
Design & Strategy
The strategy behind the campaign was to enable Clearasil to join the dialogue that is happening on Facebook, the most popular communications platform for Clearasil’s target audience. Consumers used branded assets available on the Clearasil Fan page to compose their ‘Secret of Looking Awesome’ in the form of a postcard. They were encouraged to publish these on Clearasil’s Fan Page as well as sharing it on their own News Feed and ask their friends to ‘Like’ their post. The user with the most ‘liked’ Secret of the Month receives gifts from Clearasil.
The value behind this strategy is that it provides Clearasil with user generated content on their Fan Page as well as a direct link to their consumers. The consumers were incentivised with free products and skin care tips.
Solution
As the campaign was built entirely on Facebook, the team at Reactive needed to ensure that we complied with Facebook’s rules and regulations. The result is a magazine format page that offers practical advice on skin care and secrets on looking awesome shared by friends.
Results
Although the campaign has only recently relaunched, the number of fans on Clearasil’s Fan page has increased as well as improving the number of visitors to the Web site. Additionally, the number of Australian’s looking awesome is through the roof!