With over 150 pieces of production-quality photo and video content, this was the first multipart instadramedy of its kind. Taking advantage of the full tagging and embedding capabilities of the overlooked social network, we used app-native influencers, and instagrams embedding feature to share and post video content, rather than third party media partners, something that has never been done before, making the most out of the dynamic platform that is the most popular social network of our teen target. Combined with an original score, incredible talent, and a lean, mean, responsive in-house production team, we made a typically boring, unfortunately named product socially relevant and relatable, and our launch made a splash. Our “Zit-Com” was a timely, immediately accessible success, which made Benzac Acne solutions an overnight success.

Our characters were introduced in pre-roll advertising, and 1 months 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 immediately tripled, and visitors to the brand’s website quadrupled. 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.