Mirriad integrates brands into previously-produced content enabling marketers to combat ad-skipping, seamlessly advertising where viewers are less distracted: within their favourite programs. Whisper Media and IPG’s digital team used a combination of Mirriad’s Academy Award-winning technology with innovative social TV tickers to seamlessly integrate Clean & Clear Fruit Essentials into episodes of the popular daytime Film Televisi Indonesia (FTV) series, broadcast on Surya Citra Televisi (SCTV). Over a 7-week period Mirriad provided a campaign totaling 1500 seconds, equivalent to 50 x 30 second spots.

FTV was chosen for its appeal to the target market and its 2% gross rating point of the national population. Clean & Clear products and posters were integrated into scenes as background or foreground items, forming part of programme's landscape. The implied endorsement of characters using Clean & Clear products and the normalisation of the brand were powerful added benefits of the native in-video advertising approach.

The campaign directly met Johnson & Johnson’s brief and delivered on KPIs based on strengthening the brand image to its target audience. Independent pre/post campaign research showed the in-video ads significantly built awareness, engagement and trust:

81% of the target audience recalled the brand

66% said Clean & Clear was “a brand for people like me”

67% viewed the brand as experts in teen skincare

74% believe the brand would make them more confident

66% expressed a desire to buy

62% would recommend the brand to others

The number of Twitter followers tripled within 2 days of native in-video advertising.