CLEAN & CLEAR MIRROR TEXT VIDEO

TitleCLEAN & CLEAR MIRROR TEXT VIDEO
ClientJOHNSON & JOHNSON
Product / ServiceFACE WASH FOR TEENAGERS
CategoryB05. Mobile Advertising
EntrantDDB GROUP SINGAPORE, SINGAPORE
Idea Creation DDB GROUP SINGAPORE, SINGAPORE
Production ABUNDANT PRODUCTIONS Singapore, SINGAPORE

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.

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 Placement: 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.

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. Target Audience: Teenage girls Relevance: Teens spend an average of nine hours a day on their smartphones. So what better way to communicate with them than a video that you can only watch in front of a mirror, using your smartphone? Approach: We tracked and served the 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 appear as an ad.

Credits

Name Company Position
Neil Johnson DDB Group Singapore Chief Creative Officer
Joji Jacob DDB Group Singapore Group Executive Creative Director
Vinod Savio DDB Group Singapore Creative Director
Liong Khoon Khiat DDB Group Singapore Creative Group Head
Meyvi Wedelia DDB Group Singapore Art Director
Meyvi Wedelia DDB Group Singapore Art Director
Abhinav Ullal DDB Group Singapore Copywriter
Elen Winata DDB Group Singapore Art Director
Nai Yen Wang DDB Group Singapore Business Director
Vivian Zahringer DDB Group Singapore Account Director
Carlos Palacios DDB Group Singapore Head of Planning
Isabelle Lee DDB Group Singapore Agency Producer
William Tay DDB Group Singapore Project Manager
Links
Video URL