COUNTDOWN TO PROM by UM for Clean & Clear

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COUNTDOWN TO PROM

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Industry Skin Care
Media Promo & PR, Case study
Market United States
Agency UM
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: CLEAN & CLEAR
Product/Service: ACNE KIT
Agency: UM
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: UM, New York, USA
Senior Vice President/Managing Director: Tara Poto
Vice President/Activation Director: Jill Gorecki
Vice President/Creative Director: Brendan Gaul
Activation Manager: Jessie Rosen
Senior Vice President/Managing Director: Luke Kigel
Group Strategy Director: Erin Iverson
Strategist: Kelly Dearie
Management Supervisor: Ryan Hoagland (DDB)
Account Executive: April Salmo (Tribal DDB)
PR Director: Danielle Weingarten (RPR)
Vice President/Director of Marketing: Stefano Curti (Clean & Clear)
General Manager: Clover Bergmann (Clean & Clear)
Group Product Director: Dave Crutchfield (Clean & Clear)
Product Director: Rick Ely (Clean & Clear)
Media placement: TV Promo Spots (3 Versions) - CW - 1 March 2009
Media placement: TV Winner Recap Spot - CW - 1 May 2009

Results and Effectiveness
The campaign far exceeded our client’s expectations: 1. The 90210 prom episode received the highest ratings of the season accompanied by the most successful video entry contest in CW Network History 2. PR coverage of PROM event - Access Hollywood 3. cleanandclear.com received a 53% site lift during the episode in comparison to average off-air time periods. 4. Total product search rose 38% - one day after the airdate of the Prom episode. 5. 142MM consumers were reached within regional coverage in targeted broadcasts, print and digital outlets. 6. Clean & Clear® ADVANTAGE® Acne Control Kit sales grew by a considerable margin.

Creative Execution
Clean & Clear® created content to reach teen girls during a critical time - Prom. 90210 Prom Episode - Clean & Clear® partnered with 90210 to build a relevant teen event, the 90210 prom episode. *Characters referenced preparing for prom driving the countdown messaging to teens. *Clean & Clear® owned the entire episode, with pod takeover featuring contest winners, billboards & brand spots. *Media excitement prompted magazine, Access Hollywood to cover the big event. Digital companion series – Clean & Clear® created digital companion series, “Annie’s Confessionals” the only place you could connect with 90210 prom plans. Support: Digital - cwtv.com/countdown digital hub - hosted companion series & offered support for everything prom. National contest - Clean & Clear ® gave teen girls and their best friends the chance to appear in the episode. Sweepstakes - Winner received her own 90210 pre-prom party by Clean & Clear®. Print - Prom Advertorials in Seventeen Magazine increased buzz.

Insights, Strategy & the Idea
Every year teen skincare brands go head-to-head battling for share at the critical back-to-school season. In 2009, Clean & Clear® decided to step out of the race and forge a new connection with teens during a time where they had little competition - Prom season. We researched opportunities in the marketplace for the largest prom-focused media event that Clean & Clear® could own, but came up empty handed. That said, we set out to create a tent pole prom media event that would reach teens and carve out this unique space for Clean & Clear®. We worked with top teen network CW and producers of the hit TV show 90210 to build the TV prom event that Clean & Clear® needed to prove their unique offering to teens - countdown to the 90210 prom and countdown to clear skin for your own prom, with Clean&Clear®.