SITUATION:

People share 100 million+ selfies worldwide* daily. But people take several photos before sharing one, especially teenagers. The pressure to portray an immaculate life and the fear of negative consequences leads many teens to post selfies only for ‘likes’. In the worst cases, this can cause anxiety and body image issues.

* Estimate based on Kleiner Perkins Caufield & Byers Internet Trends (kpcb.com/internet-trends) and Selfie City (selfiecity.net).

BRIEF:

Clean & Clear facewash is passionate about helping teenagers realize that they are worthy of love and appreciation, no matter what.

So, it wanted to do this by addressing the ‘likes anxiety’ issue on a platform/medium most regularly used by teens – texting on smartphones (specifically Facebook Messenger).

OBJECTIVES:

Establish Clean & Clear brand equity in the context of this problem.

‘Wow’ teens with a never-before-seen experience.

Offer reasons to keep engaging with the brand.

Have a tangible impact on sales.

Selfie Soundtracks was brought to life as a Facebook Messenger chat bot feature. It used Google Cloud Vision’s API to understand the facial expressions and emotions in users’ unshared selfies. After identifying this, it matched the selfie to a Spotify song, being mindful to select tracks that were perfectly appropriate for a particular selfie. For example, a cheerful selfie might have served up a happy song, a selfie with a blank/dull look might have led to a song about smiling/laughing or being more accepting of yourself.

Selfie Soundtracks song recommendations were regularly updated and improved based on user activity.

Every Selfie Soundtrack was playable within the bot, without ever needing to leave and, most importantly, without ever needing to share anything. This removed the biggest source of teenagers’ anxiety – likes on social media.

Launch date: August 30, 2017.

Launch market: Indonesia.

Campaign mechanics: Facebook Messenger chat bot. “Always On” owned media channel, running in parallel with paid media product campaigns.