The Challenge

Create engaging work to support Clean & Clear’s message of self acceptance.

 

The Solution

A combination of social and broadcast media transforming Clean & Clear’s running #Awkward2Awesome campaign to the debut of The #SelfAcceptanceSpeech Campaign.

Pretty Little Liars

As an extension to the #Awkward2Awesome conversation and to reach the  “Newbie” target, Clean & Clear sponsored Pretty Little Liar’s social hour.

See #PLL

America's Best Dance Crew: Road to the VMA's

As support to the growing anticipation of the VMA’s, Clean & Clear sponsored media vignettes within the episodes of America’s Best Dance Crew with support on social media.

See the Road to the VMA's

#SelfAcceptanceSpeech

At the 2015 VMA’s, Clean & Clean debuted the #SelfAcceptanceSpeech Spot with social media support.

See the VMA experience

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.

#PLLhour

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

#ABDCinsider

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.


#SelfAcceptanceSpeech

2015 VMA's

During the craziness that was 2015 VMA’s, our spot #SelfAcceptanceSpeech aired and stole the show.

Live tweets

To amplify the #SelfAcceptanceSpeech message, a newsroom team of twitter representatives, executives, and creatives stood by at Twitter headquarters to create content live.

Applause GIFs

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.

See what was said

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