SPOTLESS COMEBACK by OAKWOOD CREATIVE, Prime for Acne

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SPOTLESS COMEBACK

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Industry Skin Care
Media Promo & PR
Market Sweden
Agency OAKWOOD CREATIVE
Agency Prime
Art Director Joakim Flodman
Copywriter Devi Brunson
Creative Désirée Maurd
Designer Simon Andersson
Released October 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: ACO NORDIC
Product/Service: ACNE SKIN CARE
Agency: PRIME PR
Agency: OAKWOOD CREATIVE
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PRIME PR, Stockholm, SWEDEN
Entry URL: http://spotlesscomeback.com/cannes/
Creative director: Tom Beckman (Prime PR)
Creative: Désirée Maurd (Prime PR)
Project Manager: Jennie Nyberg (Prime PR)
Account Director: Hanna Fallenius (Prime PR)
Copywriter: Devi Brunson (Prime PR)
Project Assistant: Johan Larsson (Prime PR)
Project Manager: Tomas Elg (Oakwood Creative)
Flash Developer: Sebastian Ross (Oakwood Creative)
Art Director: Joakim Flodman (Oakwood Creative)
Front-end Developer: Vincent Boiardt (Oakwood Creative)
Designer: Simon Andersson (Oakwood Creative)
Back-end Developer: Fredrik Lundkvist (Oakwood Creative)

Describe the objective of the promotion.
Increase ACO’s segment market share: * Engage at least 10% of the target group * PR-goals: at least 50 blog mentions about Spotless

Describe how the promotion developed from concept to implementation
Eight out of ten teens have low self esteem due to spots. Strengthening teen confidence became the focus in the launch of ACO’s skin care series “Spotless”. The product name was merged with the campaign name: “Spotless Comeback”. “Comeback” means a clever answer when being jibed. A two-part campaign hub was created. One part was a casual game, where the player battled bullies with comebacks. Popular characters came to life outside the game. Part two was a discussion forum, with the possibility to text message product information to parents. Outside this hub, the campaign was composed of PR, a media collaboration and banners on Windows Live Messenger.

Describe the success of the promotion with both client and consumer including some quantifiable results
Spotless Comeback was the only marketing activity to promote the products. At the end of 2009, ACO’s market share in the acne product segment had grown 13 % compared to 2008. 15% of the target group was reached during the campaign period. MORE NUMBERS 85 blog mentions about Spotless/Spotless Comeback reached ca 42 500 (Average blog readership 500/week, from 50-10 000/week.) The Blog Princess readers: 18 000 Visits to spotlesscomeback.se: 24 400 Games played: 10 600 Average game time: 18.5 minutes High score competition registers: 1200 5 blog competitions with Spotless products Over 500 one-to-one interactions with the target group

Explain why the method of promotion was most relevant to the product or service
The target group, 13-17 year olds, prefer to engage with brands online. Therefore, the campaign was completely digital. The campaign hub web site signalled both entertainment and seriousness. Since skin care products usually are bought by parents, a free text message with product information could be sent to parents from web site, creating a direct link between product, target group and parents. The campaign met the target group in relevant places – on beauty, gaming, and so-called lifestyle blogs through targeted PR. One character blogged about spots on Sweden’s largest teen web-magazine through a media collaboration and another released a song and viral video. Interactive banners that targeted the target group were placed on Windows Live Messenger.