Beruflich Dokumente
Kultur Dokumente
Parent Company
Reckitt Benckiser
Category
Sector
FMCG
of looking awesome
USP
STP
Segment
Target Group
application.
SWOT Analysis
distribution
economies
cosmetic sales
Competition
1. Ponds
2.Loreal
3.Vicco
Competitors
4.Himalaya
Summit. To increase awareness of the competition and drive voters to the facebook page, each contestant received
personalised business cards to distribute to potential voters and some contestants posted videos on YouTube. Word
of mouth played a major role in the campaign with friends telling friends telling friends. The cards also had how- tovote info which drove thousands of voters to like the page. This, coupled with new posts via the
Facebook.com/ClearasilSouthAfrica page, ensured that the page likes grew exponentially. Prizes in the form of
Clearasil hampers and shopping centre vouchers ensured that a high level of interest was maintained for the duration
of the competition.
The campaign was not without challenges, but these were addressed immediately and solutions were found. As the
voting application sits outside of facebook, the App was not compatible with smartphones. A mobile phone
application was developed to allow more users to vote. Unfortunately this did allow users to bypass liking the
Clearasil facebook page, but there was a still a steady increase in visitors to the site. During the 8 week duration of
the activation the Clearasil page received 7826 likes. The winner, Thato Choma from Varsity College, amassed close
to 10 000 votes.
Its great working with a team of people who have a deep commitment to the Clearasil brand - an understanding of
where its come from, where its at and where it needs to be. The concept and activation for Clearasil was out of the
box. A great synergy of strategic and creative thinking, says Karen PooleAccounts Manager at Havas Sports &
Entertainment.