PARSIPPANY, NJ: Clearasil has launched a Facebook campaign to find brand ambassadors.
The Reckitt Benckiser brand created the effort to find three “Clearasil All Access Agents” or consumers in the young adult demographic who will sample products before they hit stories. The company will choose winners based on their answers to questions about how social media affects their lives, and then give each a $5,000 prize. Consumers can enter the contest, which has its own tab on the Clearasil Facebook page, through October 25.
Clearasil is bolstering its social media efforts to increase brand awareness and drive conversation among consumers, said Kevin Harshaw, marketing director of personal care brands at Reckitt Benckiser.
“No one wants to hear a brand talk at them anymore,” he said, adding that the effort “will bridge the common interests of our target consumer and our brand.”
He added that the winners will provide content for the Clearasil Facebook page about its latest products and trends.
“We want to engage consumers with exciting, relatable content that is driven and informed by peer-to-peer communication,” said Harshaw.
Lippe Taylor, the company's AOR for PR since July 2008, is working with Clearasil on traditional and social media outreach, and targeting bloggers, YouTube influencers, and press outlets.
Harshaw said Clearasil, which has already held two sweepstakes on Facebook for the Lollapalooza music festival, does not use Twitter. However, next year, it will use YouTube, he said.
The US Clearasil Facebook page has acquired more than 58,000 fans since it launched at the start of 2011.