To launch Benzac Acne Solutions to teens, we built The Benzacs Instagram Series: the first multipart fictional series built entirely for Instagram, our targets favorite social network. The characters were introduced in our advertising, and 1 month later our Instabranded content launch across 4 separate Instagram handles on the same day with daily main episodes that seamlessly linked to multiple photos and videos from the perspective of main characters on separate profiles. With over 150 pieces of dynamic content, we had invented the multipart instadramedy, bringing our efficacy claim to life for a new generation of acne sufferers as we followed lives and faces change over the course of 21 days. Fast company dubbed it a “Zit-Com,” and it was a hit, which made Benzac a hit! Sales immediately tripled, and social engagement increased an incredible 62,000%. In the end we made a boring, acne product relevant, relatable, and fun.

Our characters were introduced in pre-roll advertising, and 1 month later Season 1 of the Benzacs launched across 4 separate handles on Instagram- with 22 episodes that linked to accounts that belonged to our fictional main characters- a new depth of story-telling customized to our click-happy target. For 1 week leading up to launch we released posters and teasers within Instagram, where they were immediately picked up and regrammed by teen influencers and future fans. It was a great story, with an original score and incredible talent, told in an inventive new way that directly tapped into our targets habits.

Our teaser spot reached over 1 million views on YouTube, and within hours of our premiere, Benzac’s Instagram following increased 70 times over, only continuing to grow exponentially as every new episode was released over 21 days. Our Zit-Com was a hit, which made Benzac a hit! Sales tripled in days, and visitors to the brand’s website quadrupled. Our teen target not only remembered who we were, but had learned exactly how to use Benzac Acne Solutions and see their best possible results, ensuring repeat sales and immediately building brand advocacy for a new, previously unknown product. This unique, groundbreaking use of Instagram got picked up by media, and our unmemorably named product started getting referenced and searched non-stop. In the end, we increased social engagement an incredible 62,000% and made a boring, embarrassing acne product relevant, relatable, and fun.