Establish a Spotless brand identity for the Gen Z market launch which could translate across current and future online and offline channels. The identity should be innovative, engaging, own-able and able to promote directly to the Teen/Young Adult market to generate awareness, engagement and conversation of the Spotless 2-step regimen.
Breaking New Ground
The Face-Up campaign was the first Rodan and Fields campaign to not use any beauty retouching across their content.
What We Did
We showcased Gen Z’s personal journey with acne, the want to see natural, authentic real skin which this audience craved for from brands. The identity showcased this journey in a playful way with graphics and bright colours, along with positioning the Spotless product as the hero in the fight against acne.
3m users reached over the campaign
+133% more engagements across posts vs. brand benchmark
931k organic views over the entire campaign
As part of the campaign, we collaborated with illustrator @Donna_Adi (187k followers) who rose to fame with her quirky creatures and colourful, illustrated overlays to create bespoke GIPHY stickers, social and website assets.