Objective:
The aim was simple: attract our target audience - teenage girls living in Shanghai - to sample and buy Clean&Clear's Deep Action Cleanser.

Insight:
• Over half of 13-18 year girls spend a lot of time on the internet. They also spend a lot of time worrying about oily skin! We need an integrated communication campaign that is lead by digital and which involves SNS (Social Networking) and UGC (User Generated Content).

Idea:
• Connect with our target in their preferred medium: the internet
• Build a digital campaign which culminates in an actual event - the ONE DAY CHALLENGE
• Recruit contestants online
• Post footage and results on the internet

Results:
The campaign began on the web and ended in a "One Day Challenge" event in downtown Shanghai last June, resulting in a sales increase of 37% in the two months during the campaign and a Bronze Award at the China Effies 2009.
• Nearly 700,000 visits to the campaign site during the period. Over 2.5 million page views.
• More than 32,000 pictures were uploaded
• 10 finalists competed in against a celebrity team in a ONE DAY CHALLENGE which included things like a 3 legged race, a dancing competition, and other fun challenges. The winners - a pair of twins - received a cash award.