National cosmetics brand wet n wild was launching a teen acne and skincare line—wet n wild Fresh Face. To empower teens in identifying the face for the new brand while providing them with an engaging experience, the Fresh Face campaign was born.

To better reach our target audience—and to reinforce our repositioning of the wet n wild brand as a trendier, hipper brand with a smart web presence—we developed an online campaign. The campaign took place on the online social networking site, MySpace, where research showed our target was spending significant amounts of time. We were able to build strong brand associations by providing an attractive online experience for users in a social networking environment they are familiar with.

Partnership with social networking community was well received with 500,000 page views; 350,000 unique visitors; 20,000 new “friends;” 6,000 contestants who entered to be the Fresh Face representative, and two winners.