ACNE KIT CAMP

TitleACNE KIT CAMP
BrandJOHNSON & JOHNSON
Product / ServiceCLEAN & CLEAR FACIAL PRODUCTS
CategoryC01. Best Use of Integrated Media
EntrantINITIATIVE Bangkok, THAILAND
Entrant Company:INITIATIVE Bangkok, THAILAND
Media Agency:INITIATIVE Bangkok, THAILAND

Credits

Credits

Name Company Position
Rajsak Asawasupachai Initiative Associated Director
Dew intapunya Initiative Associated Director
Chayanuch Piyapanyamongkhol Initiative Senior Strategist
Porntip Suwanpidokkul Initiative Strategist
Poranee Chongsawad Initiative Strategist

Results and Effectiveness

787 girls with acne’ problem participate the on-line recruitment campaign within 1 month. C&C has very well result entering to Thai teens' digital space, resulting in 6,000 fans of C&C Facebook Fanpage within 3 months and the on-line campaign got high impact resulted by highest Click-Through-Rate everin the No.1 teens website (Dek-D.com) at 12.39% via Pre-PR skin Ad, while Thailand's average CTR for interactive banner is only 1.0% Lastly, this campaign made C&C Acne Kit sale grew by +45% compare to the last 4 months before campaign start and bringing C&C acne business to be ahead of Business plan by 16%.

Creative Execution

Starting with the integrated media via On-line, Tutorial school TV and teens TV program tie-in for recruitment stage to challenge teens to prove the product efficacy by posting their photos and reason why they want to join into the camp. Proven C&C Acne Kit Camp was implemented after the audition stage to let the finalists got the real product testing with the exclusive activities with “BOY” celebrities and they also act as the inspector to confirm the result for creditability and trustworthy. Wining couple girls will have a chance to be C&C presenter on C&C Acne Kit TVC, internet and PR advertising campaign. The campaign also could drive engagement via on-line and widespread buzz of the product efficacy via user generated content via teen’s network.

Insights, Strategy and the Idea

C&C Acne Kit was launched in Thailand since Aug 2009 with sustaining number of sale. With the limited advertising and promotional budget this year, Agency needed to find a creative way of supporting communication plan rather than regular media channel. Based on teens insight which are "having acne is like the end of the world and they would find a solution that can get rid of it as quickly as possible" and "Recommendation from friends is highly trustable source of information among Thai teens" coupled with C&C Acne Kit's powerful claim of "100% of users see clearer skin in 1 day", we had come up with the big idea of challenging teen to prove the 1 day efficacy of C&C Acne Kit under "C&C Acne kit camp" campaign and support with integrated marketing approach for recruitment and elaborate the result of campaign through mass buzz via TVC.