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Clean & Clear makes teen impression
When consumer goods firm Johnson & Johnson launched a face wash called Clean & Clear it used a mobile marketing campaign executed by Puca to help drive product awareness among the product's target market of 15 to 20-year-olds.
The campaign had two main objectives: to boost sales of Clean & Clear and expand the brand's marketing database.
Johnson & Johnson planned to distribute 10,000 samples of the product but rather than just hand them out in shopping centres or at traffic lights, it wanted consumers to actually request the samples in order to build up a strong marketing database. By sending a text message with their address to a particular number they would receive a product sample and be entered in a special prize draw.
The campaign has had the intended effect: Johnson & Johnson has the extensive database of names it was looking for and it has significantly boosted consumer awareness of Clean & Clear.
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