Skin care brand Clean & Clear and Google have collaborated for a “Behind the Scenes” video series that allows viewers to watch the making of a campaign, from concept to production to launch.
Google launched the series to help brands understand how to create engaging content on its YouTube platform.
The Clean & Clear videos take viewers behind the scenes of the brand’s successful “See the Real Me” campaign, which launched on YouTube last year.
The series highlights the innovative approach that the Johnson & Johnson brand took to a traditional media partnership at the 2014 MTV Video Music Awards (VMAs).
Sameer Agarwal, director of the Clean & Clear franchise organization, said in the video: “We were losing relevance with teen girls. As we started to peel back the onion on why that had happened, it became clear that we weren’t putting out content in the places where they were watching content.”
The brand chose 'real girl' Lauren Giraldo, a 16-year-old from Miami, to take over all of its social media channels and cover the VMAs on the red carpet at the awards show.
Her experience was documented through video content before, during and after the event itself. Since its launch, the brand has created, produced, and published more than 120 videos with more than 25 million video views. It has also seen increased market share.
The success of the approach has helped drive a transformation at Johnson & Johnson consumer companies, with similar content marketing models being expanded to other brands.
While Google created the “Behind the Scenes” video, handling production and editing, Clean & Clear handled production for the campaign on its own.