Clean & Clear | Be You

The Challenge

When we began working with Clean & Clear, their profit and household penetration had been in decline for four years - and the brand hadn't updated their marketing strategy in even longer. As their AOR we made a big bet - to cut TV spending completely and focus on social to get Gen Z's attention.

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The Creative

I assisted concepting and pitching the new brand look, manifesto, and platform: Be Loud. Be Clear. Be You. We cut Clean & Clear's big-name influencer marketing to instead team up with real teens, and I assisted with casting, production, and post-production for a launch video and eight hero spots. I wrote the accompanying social strategy and copy, in addition to as well as secondary collateral like social product features and a revamped ecomm experience. 

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The Results

The Be You videos - our eight heroes, our kickoff anthem (video above) and various product cutdowns - have combined received over 30 million views on Youtube. By the end of the campaign in 2018, Clean & Clear's sales had risen 20% total and 8.5% POS, with a household penetration reversal from -250k to +426k and annual share growth for the first time since 2011. The brand was also ranked #2 in the TotalSocial brand awards for Most Loved Brand, based on Engagement Lab's net sentiment scores. 

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