ASIA-PACIFIC – AUGUST 2011 – To launch J&J’s Clean and Clear (C&C) Deep Action Cleanser line with the new oil-absorbing rice protein technology, Tribal DDB went the musical route. Positioning the facial product as the “oil control expert for young skin”, the brand aimed to let teens share information on the Deep Action Cleanser through music.
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C&C’s Deep Action Cleanser rice protein technology helps girls easily combat oily skin, giving them confidence and revealing their natural beauty within. For teen girls aged 12 to 18 years, Tribal DDB Shanghai created a minisite on QQ, the most popular social networking site in China for that age group.
Themed “Natural Shine with the Power of Rice”, the microsite featured a music video by Chinese singer-songwriter Zhang Xuan Yuan, who wrote and composed a song promoting the power of rice protein at clearing up oily skin. Visitors to the site were invited to share their worries about their skin in a lyrical format, which was paired with background music, and to submit a photo of themselves. Users were encouraged to share and pass on the music video to their friends, and those who shared the site the most would have a chance to win an iPad.
The results from the campaign were phenomenal: total sales uplift for the product grew from -10% to +9% in absolute volume within the campaign period of two months. The minisite and music video generated massive buzz and attracted positive sentiments and feedback for the Deep Action Cleanser product. More than 600,000 visitors viewed the minisite, which achieved more than 2 million page views, and 77% of visitors returned to view the site. More than 300,000 visitors shared the music video with their friends, and more than 600,000 viewers watched the music video.
