Clean & Clear: COUNTDOWN TO PROM

Credits & Description:

Category: Best Use of Branded Content

Advertiser: CLEAN & CLEAR

Product/Service: ACNE KIT

Agency: UM

Date of First Appearance: May 1 2009 12:00AM

Entrant Company: UM, New York, USA

Senior Vice President/Managing Director: Tara Poto

Vice President/Activation Director: Jill Gorecki

Vice President/Creative Director: Brendan Gaul

Activation Manager: Jessie Rosen

Senior Vice President/Managing Director: Luke Kigel

Group Strategy Director: Erin Iverson

Strategist: Kelly Dearie

Management Supervisor: Ryan Hoagland (DDB)

Account Executive: April Salmo (Tribal DDB)

PR Director: Danielle Weingarten (RPR)

Vice President/Director of Marketing: Stefano Curti (Clean & Clear)

General Manager: Clover Bergmann (Clean & Clear)

Group Product Director: Dave Crutchfield (Clean & Clear)

Product Director: Rick Ely (Clean & Clear)

Media placement: TV Promo Spots (3 Versions) - CW - 1 March 2009

Media placement: TV Winner Recap Spot - CW - 1 May 2009



Results and Effectiveness

The campaign far exceeded our client’s expectations:
1. The 90210 prom episode received the highest ratings of the season accompanied by the most successful video entry contest in CW Network History
2. PR coverage of PROM event - Access Hollywood
3. cleanandclear.com received a 53% site lift during the episode in comparison to average off-air time periods.
4. Total product search rose 38% - one day after the airdate of the Prom episode.
5. 142MM consumers were reached within regional coverage in targeted broadcasts, print and digital outlets.
6. Clean & Clear® ADVANTAGE® Acne Control Kit sales grew by a considerable margin.



Creative Execution

Clean & Clear® created content to reach teen girls during a critical time - Prom.

90210 Prom Episode - Clean & Clear® partnered with 90210 to build a relevant teen event, the 90210 prom episode.
*Characters referenced preparing for prom driving the countdown messaging to teens.
*Clean & Clear® owned the entire episode, with pod takeover featuring contest winners, billboards & brand spots.
*Media excitement prompted magazine, Access Hollywood to cover the big event.

Digital companion series – Clean & Clear® created digital companion series, “Annie’s Confessionals” the only place you could connect with 90210 prom plans.

Support:
Digital - cwtv.com/countdown digital hub - hosted companion series & offered support for everything prom.
National contest - Clean & Clear ® gave teen girls and their best friends the chance to appear in the episode.
Sweepstakes - Winner received her own 90210 pre-prom party by Clean & Clear®.
Print - Prom Advertorials in Seventeen Magazine increased buzz.



Insights, Strategy & the Idea

Every year teen skincare brands go head-to-head battling for share at the critical back-to-school season. In 2009, Clean & Clear® decided to step out of the race and forge a new connection with teens during a time where they had little competition - Prom season. We researched opportunities in the marketplace for the largest prom-focused media event that Clean & Clear® could own, but came up empty handed. That said, we set out to create a tent pole prom media event that would reach teens and carve out this unique space for Clean & Clear®. We worked with top teen network CW and producers of the hit TV show 90210 to build the TV prom event that Clean & Clear® needed to prove their unique offering to teens - countdown to the 90210 prom and countdown to clear skin for your own prom, with Clean&Clear®.