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.