Clean & Clear
The Work:
Gave 6x teens the mic, and allowed them to tell their own stories (i.e. what unique projects they were working on, showcased their skincare routine, and talked about their daily life/everyday wins or losses)
We took those top moments and created ~1 min videos for each of them to tell their story to the world. These teens were unapologetically themselves and showed others that it’s ok to Be Loud. Be Clear. Be You.
See my Favorite video below
Results:
Regained lost Teen HH Penetration over the previous 3 years (+225k Teen HH)
Increased Clean & Clear’s share of the market for the first time in 4 years
Goals:
Designing an ownable brand identity on social (tone, look and feel) that will resonate with GenZ Newbies and embrace mom’s role in the purchase decision
Bring the brand to life via social content, delivering a new energy, restoring relevance, and engaging GenZ Newbies in an authentic way
Developing clear roles for our social channels and content
Incite GenZ consumers of Clean & Clear to advocate for the brand (and drive earned media reach potential)
Test and learn with new emerging platforms that resonate and/or drive trial
