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Clean & Clear Girl-A-Thon for Teenagers

The Observation

Teenage girls love hanging out together. Whether it’s shopping, chilling out at a café, watching movies or going for karaoke, girls love having fun!

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However, with youth and an active everyday life comes a common problem – OILY SKIN! It’s a big issue for young girls who are at a stage of discovering who they are in life. Their looks define them. And the day isn’t fun anymore when skin becomes oily halfway through. These young girls become self-conscious and this affects their confidence.

The Opportunity

We (Naga DDB) saw this as an opportunity to introduce Clean & Clear® Deep Action Cleanser because it helps get rid of oil from the skin for up to 8 hours, giving longer lasting oil-free skin. We wanted to break the conventional way of just highlighting the product benefits. We wanted to shout out the benefits, yet at the same time be relevant to the girls. We had to address their desire of being confident in doing the things they love throughout the day without having to worry about oily skin.

The Idea

Naga Clean 3We saw this as an opportunity to introduce Clean & Clear® Deep Action Cleanser because it helps get rid of oil from the skin for up to 8 hours, giving longer lasting oil-free skin. We wanted to break the conventional way of just highlighting the product benefits. We wanted to shout out the benefits, yet at the same time be relevant to the girls. We had to address their desire of being confident in doing the things they love throughout the day without having to worry about oily skin.

The Execution

The Girl-A-Thon challenge launched 1 January 2012. The campaign was supported via Clean & Clear’s Facebook Page (www.facebook.com/mycleanclear) and in-store trade displays.

Registration was simple as the girls had only to submit a photo of themselves and their BFF via mail or upload it onto Clean & Clear’s Facebook Page.

Entries to participate came pouring in and 20 pairs were shortlisted to compete in the Girl-A-Thon Finale Challenge held at the Golden Triangle, also known as the shopping and entertainment hub of Kuala Lumpur.

Before the challenge, finalists were each given a bottle of the Deep Action Cleanser to cleanse their faces. Then the fun began. It was a day full of fun activities that girls love like shopping, bowling, karaoke and watching a movie. At each challenge, the girls were required to take photos and videos of themselves, showing their confident, oil-free skin.

All in all, the girls had loads of fun, many of them blogged about their experiences, and news about the event was spread virally. Many ‘liked’ and even shared the photos that were posted up on Clean & Clear’s Facebook page.

The Results

The campaign was a success among our target audience. We received positive results, mainly on our Clean & Clear® Facebook fan page. We successfully built great brand affinity with the girls. The event was a day filled with fun, laughter, great prizes and new friendships. And best of all, there was no oily skin in sight.

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Daily People Talking About This
– 263% increased during contest period

Daily Page Engaged Users
– 173% increased during contest period

Daily Total Reach (Unique Users)
– 21% increased during contest period

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Source: Naga DDB Insights, david.mitchell@nagaddb.com.my