The current acne market was crowded with products with little or no differentiation. Many existing products have been repackaged or recombined over and over again with little or no increase in effectiveness. Aczone is a product with proven efficacy with noticeable results delivered in the first two weeks of treatment. It was uniquely positioned to fill the unmet need in the market —it just needed the right launch strategy to help build awareness, differentiate itself from the cluttered market and drive loyalty over time.

 

As a result the brand launched with a a comprehensive program supported by the "Say Hello to Gorgeous" campaign. It included a teen targeted media buy with corresponding SEM and display ads, a branded web site and an initial CRM stream focused on adherence messaging for registrants signing up for a free trial. Primary metrics included total visitors accessing the find a dermatologist tool, registrants for the free trial and overall site engagement.

 

Results were through the roof! Between November and December the site brought in over 3,311 visitors who spent an average of over 5.51 minutes on site. The SEM ads drove over 60% of qualified traffic. By December 15% of visitors were registered and 4% of visitors actively used the FAD tool.

The program continues to grow.

 

The brand continued to invest in both a social media strategy and a new lightly branded teen microsite featuring an online websisode series clled Breakout Girl.