X-Out Product Launch →
To introduce a completely fuss-free acne product to teens, we created a completely fuss-free, nameless brand: Product X.
We recruited 40 teens across the country to try it first. We gave them video cameras and weekly challenges and inspiration to document their experience through video blogs, so they could tell us exactly how the product worked in their own words.
This user-generated content from the nameless brand shaped and informed the tone, look and voice of the real brand – X Out – and ultimately made for the most authentic marketing material. X Out was essentially created by teens, for teens and as such, had the world's best advocates behind it: real-life teens.
Case Study
Poster Campaign
Manifesto
From Product X came the manifesto of X Out. Out of the mouth of babes.
Two-minute entertainment
The product required teens to apply and leave it on their faces for two whole minutes. To make the process fail-proof, we provided an easy 2-minute distraction to keep them entertained. This idea worked so well for Product X, it was carried to launch X Out, becoming a part of the packaging.
Website
The website put user-gen videos to work to tell the entire story of our product. Compilations of the video blogs and 'progress' selfies submitted by our teens covered where to begin, how to proceed and the happily-ever-after. The site also offered a platform for teens to share their own journeys.