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. 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.

Creative Execution

Implementation: By combining teenage search patterns and data with scientific insights, we were able to remove obstacles and connect exclusively with our teen audience, so we could inspire them to see their unique mirror reflections in a positive light. 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 Media Channel: YouTube

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 to accept 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. In fact, teens spend an average nine hours a day browsing the Internet on one particular type of media – smartphones. 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 smartphone video that can only be viewed in a mirror.

Insights, Strategy and the Idea

Target Audience: Teenage girls Media Planning: To reach out to as many teen girls as we could, we used YouTube (a platform most girls use for health, beauty and wellness videos) plus Google Keyword Planning Tools, video programmatic buys and Adobe's real-time media optimisers. Approach: The media planning helped us with data-driven targeting. We tracked and served Mirror Text Video to teenage girls searching the web for an instant dose of positivity and courage. So every time they searched negative terms or articles, the video would come up as an ad, offering them a positive spin on their appearance.