Create engaging work to support Clean & Clear’s message of self acceptance.
A combination of social and broadcast media transforming Clean & Clear’s running #Awkward2Awesome campaign to the debut of The #SelfAcceptanceSpeech Campaign.
Pretty Little Liars
ABC Family Partnership
In a partnership with ABC Family, we aimed to engage our target during the Season 6 Pretty Little Liars season, capitalizing on all of the #Awkward2Awesome PLL moments.
We engaged our audience before, during and after the airings with emoji guessing games, #girlssentials, and episode sneak peaks.
America’s Best Dance Crew: Road to the VMA’s
As a part of of the Road to the VMA’s, Clean & Clear was able to push exclusive sponsored content from ABDC as well as add to the ABDC live conversation. Some post were even recognized from the show’s celebrity judges.
Mahogany Lox: The girl with the ears.
As a part of our Road to the VMA’s initiative, we leveraged influencer Mahogany Lox to drive interest and conversation to as we lead up to the big VMA #SelfAcceptanceSpeech reveal. Even sending her as a correspondent to cover both ABDC and VMA’s red carpet.
During the craziness that was 2015 VMA’s, our spot #SelfAcceptanceSpeech aired and stole the show.
To amplify the #SelfAcceptanceSpeech message, a newsroom team of twitter representatives, executives, and creatives stood by at Twitter headquarters to create content live.
To encourage and push the self acceptance message, applause GIFs were made and pushed out in realtime as users added their own #SelfAcceptanceSpeeches.
#SelfAcceptanceSpeech wins the night
Response was amazing. As the spot aired, engagement with the hashtag and around the account produced over 115k impressions throughout the night. Next day, Media publications like Buzzfeed, Ad Age, and Huffington Post covered how Clean & Clear’s #SelfAcceptanceSpeech won the night.