Benzac Promo, Case study WHAT ZIT? by Net#work BBDO Johannesburg

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WHAT ZIT?

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Industry Skin Care
Media Promo & PR, Case study
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mclennan
Creative Director Jenny Glover, Brent Singer
Account Supervisor Karen Carr
Typographer Graeme Jenner, Donovan Goliath
Released April 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GALDERMA
Product/Service: BENZAC
Agency: NET#WORK BBDO
Date of First Appearance: Apr 14 2011
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Entry URL: http://apps.facebook.com/what_zit/
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Jenny Glover (Net#work BBDO)
Art Director: Graeme Jenner (Net#work BBDO)
Copywriter: Graeme Jenner (Net#work BBDO)
Typographer: Graeme Jenner (Net#work BBDO)
Account Supervisor: Karen Carr (Net#work BBDO)
Digital Producer: Nausher Rahman (Net#work BBDO)
Creative Director: Brent Singer (Net#work BBDO)
Media placement: URL Link - Online / Email - 13 April 2011

Insights, Strategy & the Idea
The brief was to introduce Benzac as an effective pharmaceutical acne control product to the teenage and young adult market in the social media space.
Benzac is only available in chemists and so is not currently high on their lists as its seen as a more hardcore medical alternative to the face washes found on shelves in more retail environments. This client had a history of very sterile medical style advertising and wanted to do something that would resonate with the teen market better, as opposed to their mom’s who were actually making the purchases.
Everyone likes posting pictures on facebook but would never post a picture of themselves with a zit, even though the picture may otherwise be really awesome.

Creative Execution
We created a very easy-to-use photo retouching facebook application whereby you could remove the zits and imperfections on your face in your photographs in just one single click. In principle it works like the photoshop clone tool, we have just re-created the cursor to look like a tube of Benzac so that you can literally zap the zit with Benzac before you post the picture on your site which lets people know you retouched the pic with the What Zit app.
It's an app that is downloaded and used on your own facebook page. We seeded some influential teenagers to invite friends and spread the word. But because acne and zits are a really uncomfortable subject that you don’t really wanna be talking about on facebook they just sent a message saying “Hey, check this out, a really cool photo retouching application, cant believe someone hasn’t done this before”. Tagged to photos was a message saying, retouched with WHATZIT?

Results and Effectiveness
The application spread fast as it’s such a simple, effective and relevant tool.
The application proves that Benzac could be more effective acne removal solution not only in the application but in real life and on your real face. Consideration of Benzac over the more widely used alternatives increased hugely.
The application was launched only 2 months ago and its a hard to precisely judge how it has converted to actual sales but brand awareness is certainly way up.