The Campaign

Idea: Clean & Clear Mirror Text Video An inspiring, data-driven, contextually targeted mobile video that can only be viewed in front of a mirror. Data Insights: Studies indicate that because teenage girls fear being judged by friends and family, they go online to search for answers to questions about health, beauty and wellness. In fact, teens spend an average of 63 hours a week online. So with the help of psychologists and Google, we analysed teenage search patterns and filtered the most commonly searched words, questions and phrases and used them in the Mirror Text Video.

Creative Execution

Implementation: After creating Mirror Text Video by sourcing and filtering teenage search data, we used the same data to retarget the video towards teen girls, based on their favourite online sources for answers to questions about health, beauty and wellness. The implementation of data in the video made it relatable to teens. The use and implementation of teenage search data also helped accurately track and target specific girls who were looking for inspiration and answers, in real-time. Timeline: 26 November 2015 to 26 November 2016 Placement: YouTube

Results

Results: The campaign achieved a reach of more than 8,000,000 across different platforms and languages and taught girls how to find their courage and appreciate their unique reflections in the mirror.

8 in 10 teenage girls leave the mirror feeling unhappy. The unhappy ones go online to search for answers to questions on self-esteem and mental wellbeing. So, to inspire girls to love and accept their mirror reflections, Clean & Clear used Google data insights to analyse teen search patterns and filtered commonly searched words and phrases to create Mirror Text Video – a data-driven, contextually targeted mobile video that can only be viewed in a mirror. We used data-driven targeting to directly serve the video only to girls looking for positivity and courage online, using keyword planning and programmatic ads.

Data Gathering: After thoroughly analysing teenage search patterns and behaviour, we ensured the video used data gathered from teenage search patterns. The video offered a positive spin to negative and commonly used teen search words, questions and phrases, so girls could watch the video and learn to love and accept their unique mirror reflections. Targeting: We then used data-driven targeting to track and serve Mirror Text Video to teenage girls searching the web for an instant dose of positivity and courage, using Google Keyword Planning tools, video programmatic ads and Adobe Marketing Cloud's real-time media optimisers. Target Audience: Teenage girls