Objective
How can Clean & Clear break through the clutter in the “Whitening & Beauty” category on TV and get teenage girls to engage with its brand messaging?
Solution
Since half of Indonesian TV viewers are busy on a secondary device while watching TV, Clean & Clear used mTVSynch, a cross-device programmatic platform that syncs TV content with mobile ads in real time. Clean & Clear used this technology to deliver mobile ads in sync with their competitors’ TV ads. It was the first brand to employ this technology in its market.
Results
- 1000+ challenges received via social media
- 3.5 million engagements
- 111 million impression
- 5 million video views
- 8500+ increase in social media fan base
- Lift in brand recall by 40%
- Brand interest raised by 414%
- 11% increase in brand awareness
- Purchase consideration at 68% within category
