CLEAN & CLEAR

The skincare brand used mobile-first ads in Instagram feed and poll sticker ads in Instagram Stories to highlight its latest range of products for teenage girls, seeing a 6.2-point lift in ad recall.

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THE STORY
Teen skincare expert

Clean & Clear is a teen brand known primarily for its range of facial cleansing products promoting oil control. Aimed at young people, Clean & Clear is available in 46 countries and offers facial cleansers, body washes and scrubs.

6.2-point

ad recall lift among 13- to 17-year-old girls in India

33%

lower cost per point of incremental ad recall lift for 13- to 17-year-old girls in India with Instagram-focused campaign

2-point

lift in message association1

Clean & Clear wanted to learn how Instagram could enhance brand experience and boost brand awareness. We realized that the brand could achieve its objectives of brand visibility and ad recall more effectively with an Instagram-first approach, as compared to traditional media. By creating content aimed at young women in India, Clean & Clear efficiently promoted its products.
ANUPAM CHAUDHURY, DIRECTOR OF MARKETING, SKIN HEALTH, JOHNSON & JOHNSON
THE GOAL
Boosting awareness and consideration

Clean & Clear wanted to highlight the effectiveness of its face wash and better engage with its target audience of young girls in India through a youth-focused campaign.

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THE SOLUTION
A fresh approach

To ensure it reached its target audience of young girls and women in India, Clean & Clear ran an Instagram campaign alongside its business-as-usual campaign on Facebook and Instagram. The Instagram-only campaign used a series of mobile-optimized creative to highlight how well its products reduce acne and excess oil.

Clean & Clear used ads in Instagram feed and Stories to appeal to its target audience. It also created interactive poll sticker ads on Instagram Stories, giving people the option of choosing between oily skin or clear skin. The ad creative featured Clean & Clear’s products, and showed how a young woman eradicated her acne and oily skin by using the face wash. The ads ran in both Hindi and English.

The teen brand’s experimental Instagram-first approach helped drive higher ad recall, especially among the specific group of Indian youth ages 13–17. Clean & Clear conducted a brand lift study to measure ad recall and message association for statements used in the campaign.

By running mobile-first ads in Instagram feed and Instagram Stories, Clean & Clear successfully highlighted the efficacy of its products and earned the following results over one month between January–February 2020:

  • 6.2-point ad recall lift among 13- to 17-year-old girls in India

  • 33% lower cost per incremental ad recall lift for 13- to 17-year-old girls in India with Instagram-focused campaign (compared to combined approach for Facebook and Instagram)

  • 2-point lift in message association for “removes oil and 99.8% of pimple-causing germs, giving you clear skin”

Create Ad
By running an additional Instagram campaign, Clean & Clear gave its audience an enhanced virtual brand experience. The campaign was a success with our intended target audience, relying on engaging visuals and messaging, and precise targeting, to attract interest. We also measured specific media goals, which helped us see the efficacy of our Instagram campaign.
CHANNAN SAWHNEY, HEAD OF MEDIA AND DIGITAL MARKETING, JOHNSON & JOHNSON
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