Teen star, Web initiatives help Unilever introduce Degree Girl

Unilever brand Degree is tapping into the youth market with Degree Girl, its first antiperspirant and deodorant aimed specifically at girls 12 or older.

Organization: Unilever
Campaign: Degree Girl OMG!
PR Team: Weber Shandwick
Launch: April 3
Budget: Undisclosed

Objective: Unilever brand Degree is tapping into the youth market with Degree Girl, its first antiperspirant and deodorant aimed specifically at girls 12 or older. With studies showing that girls are entering puberty at earlier ages, the campaign's goal is to provide a product that teens and their parents can relate to, Heather Mitchell, spokeswoman for Unilever, said via e-mail.

Idea: The ongoing campaign selected Ashley Tisdale, teen star of Disney's High School Musical, to represent the product launch. Tisdale is hosting a weekly vlog at www.degreegirl.com through June 2, as well as helping to generally promote the marketing campaign's core message that traditional embarrassing moments aren't as bad with Degree Girl protection. She also recorded new songs exclusive to the Degree Girl campaign and has participated in media interviews for the launch, including a press junket with national publications such as US Weekly, Teen Magazine, and Life &Style.

Tools: The Web site includes a contest for teen girls to share videos or blogs about their own embarrassing moments with the possibility of winning a trip to see a Tisdale concert in LA. Online elements include games and trivia, ringtones, and a "studio" to hear some of Tisdale's music. Rosalind Wiseman, who wrote Queen Bees & Wannabes, the basis of Mean Girls, also offers online advice to parents.

Measurement: Unilever will monitor traffic to the product Web site, the number of contest entries, media impressions, and product sales to mark the brand's first year, Mitchell said.

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