Objective: Engage young people on social media, particularly Instagram, by leveraging a unique approach to address the common issue of acne, which records 780,000 monthly searches.

Challenge: Traditional "How To" videos and influencer partnerships were not generating sufficient interest or interactions due to the overtly branded nature of the content.

Creative Idea: "Hacking" the Instagram tagging feature.

Execution:

• Created Instagram pages dedicated to the most searched acne-related problems on Google.

• Collaborated with 13 selected influencers to post no-makeup photos highlighting their skin imperfections with Instagram tags.

• Directed curious followers to the problem-specific pages where they could watch "How To" videos addressing their acne concerns.

Results:

• 100,000s of interactions.

• x3.8 Average Branded Content Engagement