As market leaders in the mass market beauty category, KAO Brands’ product lines Jergens, Bioré and John Frieda can afford to get celebrities for their online videos. But one thing they can’t afford is to be boring. We were tasked with creating video that would get their message out in a way that would go viral.
Using their pre-existing celebrity relationships we created a series of videos that gave viewers an up-close and personal interaction with their favorite stars. Our PR affiliate, Tractenberg & Co., seeded the videos with top beauty editors and bloggers to make sure the videos gained traction.
The videos we have produced for Bioré, Jergens and John Frieda have been informative, influential and extremely fun. We easily met and surpassed the metrics for the campaign. In the case of the Natural Glow video, we succeeded in raising $25,000 for the Skin Cancer Foundation by donating a dollar for every time a viewer shared the video with their friends.