Idea: Clean & Clear Mirror Text Video

An inspiring, data-driven, contextually targeted mobile video that can only be viewed in front of a mirror.

Data Insights:

Studies indicate that because teenage girls fear being judged by friends and family, they go online to search for answers to questions about health, beauty and wellness. In fact, teens spend an average of 63 hours a week online. So with the help of psychologists and Google, we analysed teenage search patterns and filtered the most commonly searched words, questions and phrases and used them to positive effect in the Mirror Text Video. Recent theory also told us that the most effective way to change teen girls' perception about themselves was to communicate with them when they were in close proximity to a mirror, or better yet, actually at the mirror. So we created a video that could only be watched using their mobile device, at the mirror.

Implementation through data-driven targeting:

We used data-driven targeting to track and target teens using keyword planning, video programmatic ads and real-time media optimisers. We leveraged contextual targeting to display media messages which were specifically crafted for the environment. And delivered the video directly to consumers at key times during the day when we knew they would be in close proximity to a mirror. Example: mornings, post-lunchtime, nighttime.

Timeline:

The campaign launched on 26 November 2015 and is still running.

Placement: On YouTube

Scale:

The campaign was first launched in India, then Thailand and Indonesia.

Campaign Reach:

The campaign achieved a reach of more than 8,000,000 across different platforms and languages.

Data-driven Behaviour Change:

Through social listening, we learnt that teenage girls who watched the video were having healthier, more positive conversations about their appearance and how they feel when they look in the mirror. Even influencers used the Mirror Text technique to spread the word across social media.