Our Work - Case Studies

Clean & Clear is the UK's leading medicated skincare brand, targeting teen girls with oily, spot prone skin. TV advertising, using American TV commercials, had driven sales strongly, but there was still an opportunity to enhance the relevance of the brand with savvy UK teenage girls. Clean & Clear’s brand essence is based on friendship between two best friends; one of the most important things in a teenage girl’s life. This became our platform for integrated communication. We selected ‘Trouble TV’, the teenage satellite channel, as a long-term partner and commissioned a daily, peak strand of programmes based around friendships called ‘The Hangout’. Starting with the key summer holiday period, we created ‘Britain’s Best Mates’ competition, recruiting via on-air promos, on-line, ‘Top of The Pops’ magazine advertorials, a National Shopping Centre Tour and a ground breaking in-store promotion in Boots. Our whole audience shared in the experience by choosing the ‘Best Mates’ finalists. Voting was via the Internet, iTV and SMS. Advertiser-funded programming showcased ‘Britain’s Best Mates’ receiving their prize of a designer ‘Hangout Makeover’ of their bedroom. Then they featured in a ‘money can’t buy’ exclusive photo-shoot with ‘Girls Aloud’.
Research showed significant increases in brand awareness and key brand attributes. The campaign scored a high level of liking and 77% thought it was a good fit with the brand. In store promotion, featuring the competition resulted in a 30% sales uplift.
Source: Johnson & Johnson