Interesting: Teens & Advertisement, a Facial story
The battle for teens’ hearts and minds is a tough one. A host of brands want to become No. 1 for those who are just starting to make their own purchasing and lifestyle decisions.
Clean & Clear’s message was handicapped by reliance on U.S. commercials that didn’t connect with 13-to-19-year-old girls in the U.K. The emphasis on TV, which accounted for 100% of the media schedule in the past, also ignored the fact that this audience has a much more
complex media diet.
The marketing was failing to match the brand proposition of “giving you the confidence to love being a teen.”
The challenge was to get girls talking about Clean & Clear and make it relevant to their lives. Research into media behavior revealed that media choices help those in the target audience feel part of a group.
The digital landscape is key to expressing who they are, and Windows Live Messenger is a must-have, with 70% coverage and a reach of more than 1 million girls.
The solution that got the brand talked about was Clean & Clear personalized “winks” — animated images that express 10 different emotions.
This global media first enabled MSN users to send winks while they chatted. Girls could go to getyourfaceoutthere.co.uk and upload a photo to personalize “Angel,” “You Rock” or “Whatever” for sending.
Further personalization was available in the form of wallpapers and emoticons. The message was backed up with PR and an online ad campaign exclusively on MSN.
The activity triggered 4 million downloads in the first four weeks, and 200,000 winks have been sent. Clean & Clear also has 5,000 new names in its database.
Oh, Emoticons. One of the most desired things I hear the kids want from our community = branded emoticons.
Okay, so here’s my thought process about this… Who really wants to have a in depth conversation ONLINE about their cleanliness of their face? Embarrassing! Especially for dirty, pimple-ridden teens! Poor monkeys. Like they want the world to see their insecurities. Teen girls don’t even want you to know they fart. EVERYONE FARTS.
Can you imagine being a teen and WANTING to talk about facial pads with some stranger? Ah. No? At least not me. And if you asked me now, as I’m in my upper 20’s? I’d say “I like ponds cloths” and that’s about it. Perhaps I’m just prudish about such things. But seriously– teens have better things to talk about than facial issues and their support of Clean & Clear.
HOWEVER— that won’t stop them from interacting with the product online. If the product has a clever viral energy about it– then heck yeah!! I’d totally post a zit-covered emoticon on a friend’s myspace page. That’d be hilarious. And if it just so happened to be sponsored or labelled with a face cleaner? Then so be it. Even I know that nothing is free these days.
Anyway– that was my initial thought after reading this article. It kills me how people think teens are eager to spill their guts. SURE, when it comes to heart ache with boys and best friends… but personal insecurities? No one wants to give the secret away. You have to engage them in a way they can use the content WITHOUT revealing their insecurities on behalf of a product.
If they wanted to talk about their face problems– they’d probably make a post card of it and secretly send it to postsecret!! If teens wanted to give advice to OTHERS about facial issues… sure you might catch them in a forum for discussion… but it won’t be HUGELY successful– and least not in context to something catchy/viral/non-disclosing.
There was a shave-the-hair-man’s-back viral campaign on the web awhile ago. That was a great one for razors. Funny, gross, yet proving a point.
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