Challenge
The brand had been in free fall for several years and knew they needed an overhaul to put them on the right track.
The brand had been in free fall for several years and knew they needed an overhaul to put them on the right track.
Opportunity
As full strategy/creative AOR and media buying included, we could completely transform the brand to connect with today's GenZ teens, a vastly different demographic than the millennial generation before them.
As full strategy/creative AOR and media buying included, we could completely transform the brand to connect with today's GenZ teens, a vastly different demographic than the millennial generation before them.
Campaign
Be Loud. Be Clear. Be You.
A new brand platform gives real teens a voice to fully show off their passions and routines -- from washing their faces in the morning to detoxing at night -- that helps them get back to being their best selves.
Be Loud. Be Clear. Be You.
A new brand platform gives real teens a voice to fully show off their passions and routines -- from washing their faces in the morning to detoxing at night -- that helps them get back to being their best selves.
Results
After the first quarter in market, our campaign has increased sales for the first time in five years and increased teen household penetration by over 2x the yearly goal.
After the first quarter in market, our campaign has increased sales for the first time in five years and increased teen household penetration by over 2x the yearly goal.
Awards
Winner, James E. Burke Marketing Awards, 2019
North America Winner
Winner, James E. Burke Marketing Awards, 2019
North America Winner
Creative Director
Our Be You series put the camera in real teens' hands to showcase their stories and our products in hero videos for brand awareness and saliency as well as product focused spots for down the funnel conversion.
Night Relaxing Masks - Print featuring Camila