Galderma - Benzac: Cool Kids for Benzac

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Galderma - Benzac: Cool Kids for Benzac

Challenge

  • The Galderma brand Benzac, which is a unique over-the-counter (OTC) treatment specifically formulated for treating mild to moderate acne, launched in the US in 2015, but because advertising support was minimal Benzac was basically unknown to US consumers even though it was widely distributed.

Method

  • W2O Group used social data to create a custom panel of more than 60,000 influential teens online, called "Cool Kids," which could then be analyzed and segmented into subgroups based on relevant conversations, affinities and behaviors.

Creative

  • Using the audience insights delivered by W2O Group,...

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