Brief
We were asked to deliver a marketing strategy to promote Jergens Naturals in 2010, which would engage and excite a core audience of 30-55 year old women. The brand had already committed to a sponsorship program of four popular Channel 4 health titles like 'Supersize vs Superskinny'.

The Opportunity
We understood that simple intrusive display advertising is a wasteful and less engaging method to reach this audience. Instead we wanted to create content that could be shared, passed on and engaged with by many, within an environment that was natural to them.

The Approach
As Jergens Naturals would be increasing brand awareness via their TV sponsorship, we wanted to create something that could sit alongside this activity but also be owned by the brand. We decided to make a '5th' show, but one which lived solely online and which Jergens Naturals could be baked into, throughout. 'Skin & Bare It' was devised to highlight skin transformation. The format of the show echoed 'Supersize vs Superskinny' and was simple and familiar.

The Activity
This branded entertainment series of five, five minute webisodes, each introduced by TV talent Anna Richardson was then distributed online amongst blogs, forums, lifestyle sites and portals. It was perfect snackable content for our audience to consume and share quickly with low commitment and zero media spend. The total media budget was £10k, spent on a smart search strategy where we bought against people searching for similar shows or talent on YouTube.

Results
So much better than a display advertising campaign, we racked up quarter of a million total views of content, (which is a good watching audience of LivingTV, for example) and an Australian television network have since offered to buy the content and format – turning the 'Skin & Bare It' brand into a potential media owner.

Skin & Bare it

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