CLEAN & CLEAR
SELF ACCEPTANCE SPEECHES
Press: AdAdge, Huffington Post, MTV, Buzzfeed, Women You Should Know, Seventeen Magazine
Watch the Case Study here:
And the commercial here:
The Challenge
Create engaging social and digital content to communicate Clean & Clear's message of self acceptance.
The Solution
Debut the #SelfAcceptanceSpeech campaign on VMA night, encouraging girls to accept their truest self.
2015 VMA's
During the craziness that was 2015 VMA’s, our spot #SelfAcceptanceSpeech aired and stole the show.
LIVE TWEETS
To amplify the #SelfAcceptanceSpeech message, a newsroom team of twitter representatives, executives, and creatives stood by at Twitter headquarters to create content live.
*STANDING OVATION*
To encourage and push the self acceptance message, applause GIFs were made and pushed out in realtime as users added their own #SelfAcceptanceSpeeches.
The Result
Moments after the spot aired, we watched Twitter explode with #SelfAcceptanceSpeech tweets. We made over 115K impressions in the first night. Media coverage from Buzzfeed, HuffPost and Ad Age proclaimed that Clean & Clear stole the show at the 2015 VMA's.
#ABDCinsider
As a part of of the Road to the VMA’s, Clean & Clear was able to push exclusive sponsored content from ABDC as well as add to the ABDC live conversation. Some post were even recognized from the show’s celebrity judges.
Mahogany Lox: The girl with the ears
As a part of our Road to the VMA’s initiative, we leveraged influencer Mahogany Lox to drive interest and conversation to as we lead up to the big VMA #SelfAcceptanceSpeech reveal. Even sending her as a correspondent to cover both ABDC and VMA’s red carpet.
Before the VMA's
The Clean & Clear partnership with Pretty Little Liars was brought to life on Twitter, creating themed posts and exclusive content to fans.
(I wrote hundreds of tweets about PLL. Major binge-watching was necessary homework.)
As Pretty Little Liars ended, the America's Best Dance Crew partnership began. And back to the Twittersphere we went. Thankfully, my Art Director was an experienced dancer and helped me understand the lingo. Still, I am not hip, nor do I hop. #Swag?
DDB New York
