Called “The Benzacs” and targeted at teens, the online series highlights Benzac Acne Solutions through 15-second Instagram videos and more than 80 images and short videos. Debuting on the @BenzacAcne Instagram handle, the series is inspired by classic teen high-school movies and will air 22 episodes over three weeks.
A three-step regimen, Benzac Acne Solutions, launched earlier this year, combines acne-fighting medicine with soothing East Indian sandalwood oil to treat stubborn acne and unclog pores while preventing new breakouts from forming.
Galderma noted that more than three-quarters of teens use Instagram, the most popular social media platform among this age group, and Millennials spend an average of 439 minutes a month on the platform.
Developed in collaboration with Galderma’s advertising agency, Deutsch New York, Benzac Acne Solutions is among the first brands to create an Instagram-friendly webseries and the first webseries on Instagram to target teens specifically, the company said.
“Benzac Acne Solutions aims to break the mold of traditional OTC acne marketing to reach the nearly 100% of teens who experience acne,” stated Miles Harrison, vice president and general manager of U.S. self-medication at Galderma. “As the most popular social platform for teens, Instagram was the ideal medium for this innovative web series, which is one of the first on the platform to target teens. With relatable, entertaining content, Benzac’s webseries will engage and capture the imagination of our teen audience.”