Millennials are obsessed with capturing perfected versions of themselves on Instagram, and standards are higher than ever. The trending #NoFilter has made it impossible (or just difficult) to hide less than perfect skin under an Instagram hue. Skincare brand Murad took note of that when marketing its acne clearing products to the target audience of 18 to 31-year-old females.
Murad launched ClearCam, a new app that clears blemishes in photos. Users can spot-clear blemishes, or use a time-lapse filter to emulate what their skin will look like 72 hours after using the brand’s anti-acne products. Murad emphasized the social media benefits of clear skin in its commercials with the slogan “Update your status to clear.”
The brand complimented the buzz surrounding ClearCam with blogger partnerships, enlisting enlisted Seventeen’s “Beauty Smarties” and People StyleWatch’s StyleHunters to post videos introducing Murad’s Acne line to their fans. Murad encouraged tweets tagged #itsallclear with a sweepstakes offering a basket of Murad products as a reward.
In its short life, the campaign has delivered results: 160,000 sales leads (consumers who requested a sample), 61 million total media impressions, and 5.1 million impressions for #itsallclear alone. Unique visits to Murad.com have increased 58%, and the brand’s social community has grown 27%. Another example of how listening is key when addressing a young audience.