Clean & Clear tactically connects with young female audience across markets

Youth-focused brand Clean & Clear has arrived in the outdoors with the promise of giving people some relief from those sweat beads. This face wash product from Johnson and Johnson taps the young female audience with their new marketing message ‘No Oil & No Hanky’. Running across 360 degree advertising channels, the communication strategy has also been taken to the OOH medium for a month-long duration with an aim to further enhance the brand positioning and support the mainline media through outdoor displays.

In association with GLO, the outdoor wing of Lodestar UM, the brand strategically planned the media deployment for the campaign. In markets like Delhi, Uttar Pradesh and West Bengal where the campaign has been executed in a bi way, high footfall areas as well as locations frequented by the young female youth were taken up, such as, arterial roads, markets, shopping complexes, and areas around traffic signals and colleges.

Moreover, to have a good media mix of formats, the agency opted for a variety of display formats in different cities — depending upon each city’s traffic movement. For example, bqs in Delhi NCR, unipoles across UP, trams and unipoles in West Bengal were used in great numbers.

This face wash brand has been quite visible in the market through their effective outdoor campaigns. Over the last six months the brand has been rigorously rolling out strategic and situational campaigns to create a bond with its TG. Prior to this, the brand came up with a Holi-centric campaign with the emphasis on addressing skin problems caused by the colours.