Reactive creates website for Clearasil branding campaign
Digital agency Reactive has built an online platform for skincare brand Clearasil.
The announcement:
Global digital agency, Reactive has launched a new online platform for Reckitt Benckiser’s Clearasil skincare range to promote its “Secrets & Science of looking awesome” (www.secretsoflookingawesome.com) branding campaign. It is aimed at bring to life the ‘Science of Looking Awesome’ brand positioning to life via developing an online platform for Clearasil. The new site incorporates engaging and informative content about looking and feeling awesome.
Using an online magazine format to offer practical advice on having great skin through general well-being, the website incorporates social media interaction and features experts who share their secrets about looking and feeling awesome. The Clearasil Secrets & Science of Looking Awesome website also leverages the inherent desire to ‘like’ and share via social networks including Facebook.
“By uncovering the secrets of looking and feeling great and by explaining the science behind them, Clearasil helps to keep the Australian youth looking and feeling awesome,” said Margaret Tunney, Clearasil Brand Manager at Reckitt Benckiser.
The Secrets & Science of Looking Awesome site encourages participation through timely feedback and response to user-generated content. It incorporates quality, authoritative editorial to support good secrets, to debunk myths and also to provide trusted experts to allow educated decision making.
“Our new site features well known experts including a fitness instructor, a beauty and style expert and a Clearasil Skin Expert, who will offer practical tips on how to look and feel awesome both from the inside and the outside. Looking awesome for teenagers isn’t just about skin or complexion. To build a deeper bond with the audience and to change brand perception, we also need to offer advice on other aspects of looking and feeling awesome,” continued Margaret Tunney.
The website is intended to extend Clearasil’s scientific knowhow to the concept of secrets, while creating content that is engaging and valuable, since those in their teens and early twenties want to make the best impression and build their confidence. It combines user-generated advice from their peers with science, which should appeal to both emotional and rational behavioural triggers.
“The 11 – 24 target market for Clearasil is going through life changing landmarks and with the new online platform we’ve designed and developed for them, Clearasil is acknowledging the journey and forming a deeper bond with the brand’s users,” said Tim O’Neill, Joint Managing Director, Reactive.
“We are extremely proud of our work on the Clearasil Secrets & Science of Looking Awesome website and are convinced it will be a great success for Reckitt Benckiser,” continued Tim O’Neill.
Reactive is a global digital agency with offices in Melbourne, Sydney, Auckland and London that specialises in providing eCommerce and digital solutions primarily to clients in the travel, retail and government sectors. Current clients include British Airways, Melbourne Convention & Exhibition Centre, Metro Trains, Skycity, Melbourne Airport, STA Travel, Bras N Things , Jeanswest, Dotti and General Pants Group.
Reckitt Benckiser’s other famous brands include Finish, Mortein, Vanish, Airwick, Nurofen and Dettol.
Source: Reckitt Benckiser press release
