When you feel completely free
How did Freederm become teenagers’ favourite spot skincare brand? By talking about the end benefit – feeling free.
We had an unknown brand with big ambitions; launching into a highly competitive teenage spot treatment market.
We were competing with big-spending, heritage brands like Clearasil, Clean & Clear, Neutrogena and Oxy.
Change the way the category spoke to teens about spots.
Focus on the emotional benefit of being spot-free – the freedom and confidence to be yourself.
Seamlessly integrate TV and other above-the-line media with digital and social media; plus a major promotional partnership with MTV.
Secure great value opportunities (often last minute activities whose far exceed investment) to drive brand profile.
Producing a breakthrough in communications behaviour for the category.
Freederm was the number one selling spot treatment after just one year.
Sponsorship of the TV programme Take Me Out was negotiated and on air in just ten days, in which time we created and produced 21 individual idents.
Freederm is now the most talked about teen spot skincare brand online.
Freederm digital campaigns achieved a total reach of 2.2M teenagers.
“Big Brother sponsorship, The Goose, Mr Scratchy the Miowtivational Kitten and the brilliant social media content; I love that we can have that confidence. Bray Leino’s understanding of the brand and our close working relationship are fundamental to this working so well.”
Sally Ledger, Marketing Director