Clean & Clear Promo, Case study MY SUPER SWEET SIXTEEN by OMD Auckland

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Industry Skin Care
Media Promo & PR, Case study
Market New Zealand
Agency OMD Auckland
Released April 2009

Credits & Description

Category: Best Use of Television
Date of First Appearance: Apr 5 2009 12:00AM
Entrant Company: OMD NEW ZEALAND, Auckland, NEW ZEALAND
Director Strategy & Planning: Rebecca Houston (OMD)
Business Director: Jan Clarke (OMD)
Business Director: Delwyn King (OMD)
Account Manager: Julia Cox (OMD)
Media placement: TV - MTV Package - 5th April 2009
Media placement: Retail Partnership - Flyers On Counter - 5th April 2009
Media placement: POS - POS - 5th April 2009
Media placement: PR - Teen PR Plan - 5th April 2009
Media placement: Online - Social Media - 5th April 2009

Results and Effectiveness
The campaign proved its success in terms of participation, sales results, media value and audience delivery for MTV: • 9.5% of our target entered the competition to win their own MSS16 party • Sales Results - Increased total C&C share from 33.8% to 36.5% - Blackhead Scrub was selected as the MSS16 featured product. Year-on-year sales of this product SKU increased 10.5% • The campaign delivered 275% media added value • and the NZ episode attracted our target with the average US series delivering 12,400 viewers, the C&C New Zealand episode drew in an audience of 43,000

Creative Execution
Teens were asked to submit their dream MSS16 party using: • MTV (TV, online and MTV NZ’s Facebook page) • We distributed flyers on the counter of three main teen retail outlets • Targeted radio • C&C’s existing Bebo page The winner won their dream party and also got to star in the NZ episode of MSS16 which broadcast as the final in the 2009 US series. The 30-minute NZ episode of MSS16 created a fully integrated communications programme for Clean & Clear leveraging the success of the US TV property: • establishing a consumer competition that directly engaged the target • the birthday party became a C&C event • as this media event was created specifically for C&C the brand was seamlessly woven into every aspect of the television programme

Insights, Strategy & the Idea
The teen skincare market was in a state of decline. The category characterised by new product development, heavily marketed to a young target lacking brand loyalty, easily swayed to the next product offering a magic pimple solution. The communication and media mix was traditional and predictable, primarily driven by international television and magazine ads developed for multiple markets. Our challenge was to increase Clean & Clear’s(C&C) 2008 market share from 33.8%. The core target was girls aged 13-18 transitioning adolescence and navigating peer acceptance. We identified times when a teen girl is pushed “centrestage” and at these times looking and feeling their best is paramount. My Super Sweet Sixteen(MSS16) is a MTV US reality programme documenting such a milestone centrestage moment – their sixteenth birthday. The idea: to create a global first where MTV produced a New Zealand episode of MSS16 specifically for a Clean & Clear promotion and content integration.