Advertiser: UNILEVER
Agency: MINDSHARE WW
Category: Best Use of Branded Content & Sponsorship
Director: David Rubin (Unilever)
Managing Director/Producer: Greg Manago (Mindshare Entertainment)
Director: Aris Piliguian (Mindshare)
Managing Director: Christine Lamson (Mindshare)
Director: Ellen Ferrari (Mindshare)
Director: Molly Decker (Unilever)
Director: Shari Cohen (Mindshare)
President/Executive Producer: David Lang (Mindshare Entertainment)
Director: Derek Topel (Mindshare)
Director: Julie Yufe (Unilever)
Execution
To establish Clear as a “Premium Beauty Brand that Lives in the Bold, Glamorous World of Nightlife”, a unique video concept – “The Best Night Ever” Vignette Series – was created.Viewers followed two glamorous characters through a nightclub as they engage with NBC celebrities (Giuliana Rancic, Jane Krakowski, Tim Meadows, Andy Cohen) in search of “the Best Night Ever.” Viewers were encouraged to choose various paths for the characters. The series aired across NBC Network Primetime, NBCU cable networks and digital properties, and Clear’s owned social sites. Paid social tactics promoted the videos and the #bestnightever conversation. The partnership with NBCU encouraged tweets from featured talent.Clear’s base advertising campaign was organically linked into the vignette content to give a consistent look & feel (i.e. the tree, black & pink color palette, etc). Immediately following each vignette, the Clear equity spot starring Heidi Klum, ran to reinforce the functional brand message.
Effectiveness
The content and technology proved truly unique and engaged our consumers. It worked seamlessly with the base adverting campaign to fuel a successful launch for Clear:•Custom content was delivered at scale with 58.8m impressions across TV & Digital •The videos engaged our consumers, achieving a 71% video completion rate•The interlude experience was so unique that consumers spent an average of 11.08 minutes with the content!•Clear Women’s Scalp & Beauty Therapy line exceeded share projections for launch phase •The unique custom content and interlude technology drove buzz with stories resulting in AdWeek, Forbes.com & LostRemote.
Strategy
We sought to break convention in the women’s hair category with the launch of Clear Scalp & Beauty Therapy, by differentiating the brand’s premium beauty image from a sea of competitive clutter and creating an emotional connection that extended beyond beautiful hair to a glamorous lifestyle. Clear targeted stylish, beauty- involved women who have scalp issues but ignore them in favor of hair beauty benefits. The irony is that “only great hair that starts at the source (the scalp) gives you the confidence to have the best night of your life.” This unique brand proposition inspired us to root Clear in the bold, glamorous world of nightlife. We organically integrated Clear into this admiration world via The ‘Best Night Ever Vignette Series’ and leveraged a revolutionary digital technology that empowered viewers to choose the paths that the characters take and determine what content airs on TV.