End Acne Aftermath
Press - Ad Age / The Drum / Ads of the World
Challenge
Post-acne marks, often times caused by popping pimples, can be just as frustrating as acne itself. So how can we show our consumers that we understand what they are feeling in a way that will cut through the very cluttered skincare category?
Idea
Instead of focusing on the beautiful “after” moment, we shined a literal spotlight on realistic pimples, and the relatable behavior of popping them. However, instead of showing the literal pop, we used found and archival explosion footage to create an artistic and whimsical representation of that gross, yet satisfying popping feeling.
The Results
We urged acne sufferers with a strong call to action: Don’t Let Acne Leave It’s Mark. And they listened. Purchase was so high, we ran out of product and had to halt advertising until we could get more back on the shelves.
We ultimately increased sales of post acne treatments by 130.9%, with Dark Spot Correcting Serum sales up by 72.9%. Overall, Differin dollar growth increased by 49% compared to the Total Acne category of +4%.
Team
CCO: Dan Kelleher / ECD: George Decker / ACD AD: Allison Navon / ACD CW: Jessica Lomasson / AD: Raphaela Putz / CW: Hannah Solopert