Client: Reckitt Benckiser (Parsippany, NJ)
PR agency: Lippe Taylor (New York)
Campaign: Pimple Blocker Battle
Duration: November 2008-May 2009
Reckitt Benckiser (RB) hadn't invested heavily in PR for its Clearasil skincare brand in many years. To launch Clearasil's Ultra Pimple Blocker Pen, however, the company opted to go beyond traditional media and hired Lippe Taylor to reintroduce the brand in an innovative way.
“I think it's been a while since Clearasil had done anything to excite the media,” says Jessica DiPietro, EVP at Lippe Taylor.
To reach teen boys and girls, the team decided to launch a dance contest, calling for crews to incorporate the product in their routines for a $10,000 prize and a year contract with Clearasil as its dance crew.
“Through leveraging music as a platform, we were able to execute a holistic 360 campaign that reached thousands of consumers,” notes Alexander Lacik, GM of US marketing at RB, via e-mail.
A dance battle would take place at The Hard Rock Café in New York's Times Square in April, followed by an online battle soliciting consumer votes.
Crews promoted the contest on their own Facebook pages, while the PR team promoted videos of the top three groups on YouTube, Flickr, a Clearasil Facebook page, as well as a Pimpleblockerbattle.com microsite. Tactics also included radio promotions on popular New York radio station Z100, a VNR, and extensive media outreach.
A total of 1.1 million votes were cast on the microsite, the YouTube videos garnered 24,789 views, and views on Flickr totaled 12,575. Media placements included Seventeen.com, Glamour, Marie Claire, and local broadcast segments. DiPietro says sales of the product increased during the campaign's duration.
The team will leverage opportunities for the winning crew to perform dance-themed initiatives for future Clearasil product launches.