Our challenge was to launch the new DailyClearSuperfuit line to a new and un-engaged audience of 18-24 year old women who see Clearasil as a harsh teen acne brand.
We decided to develop an ownable voice that shows we get her and how the new Superfruit gives her clear, confident skin to face life head on.
The idea was to release content that shows her how Clearasil Superfruit helps her be ready and celebrate those #moments in her life so she can #WinTheDay.
The campaign elements (all produced by iris) included:
•Social challenge to get girls talking with #WinTheDay
•Facebook series of promoted content
•Social video created with real girls giving real world advice for college
•Mobile immersive website that housed the challenge and product education
•Mobile friendly rich media banners that drove traffic to the social program