The Clear Guide to Differences

Challenge

Communicate Clear women/men product varieties.

Solution

Develop a 100% digital activation to foster users’ awareness of the differences between men and women through “The Clear Guide to Differences”, a series of videos starring a well-known Argentine comedian.  An exclusive YouTube Custom Channel was exclusively designed for the brand to host the campaign.

Strategically viralize content from all Internet platforms: content viralization on Twitter so followers can participate through the YouTube hashtags #TipicodeHombre (typical of men) and #TipicodeMujer (typical of women); promotions, topics of the day and social ads on Facebook; a strong traditional and rich media banner campaigns on different sites; and two LED screens in different Buenos Aires city locations where users’ participation can be visualized in real time.

Campaign highlights:  FanPage, Custom Channel YouTube.

Results

Reported in two months:
• Over 2,000,000 visits to the videos
• Over 500,000 visits to the YouTube channel
• Positioned 9th  in the ranking of most viewed channels in Argentina
• Positioned 1st  in the ranking of most viewed Custom Channels in Argentina
• Over 24,000 new Clear Argentina fans in Facebook