brief & background
Aroma — a cosmetic brand from Bulgaria — wanted to start a conversation about an issue that is as widespread as it is stigmatized. Yes, we are talking about acne.
Approaching such a sensitive topic in a tasteful manner can be a tricky task. But fortunately, we happily take on challenges.
insight
So, what exactly is the conundrum when it comes to teen acne? It is that everyone has it and yet nobody talks about it.
In turn, that can lead to lasting psychological damage. Our mission was to show the youngsters it’s really common and to give them our solution to the problem.
idea
We decided to use TikTok as a way to reach the very main group that struggles with such problems by making them comfortable to share their experience.
But how did we predispose them to open up? Well, we asked 10 of the most popular teens on the Bulgarian TikTok to do it first.
execution
For one day, our 10 superheroes shared their experience with acne rather than making trendy videos. They talked about how having acne is actually pretty normal and that there was nothing wrong with talking about it.
And of course — they did offer a solution. Aroma’s anti-acne product.
results
Our 10 influencers triggered a snowball effect and inspired hundreds more to join the conversation.
The exact numbers? Over 1600 videos were published on TikTok gathering a total of 2 000 000 views. In this way, for 7 days straight we turned TikTok into a platform for discussion for not just skin health, but mental health as well.
creative director: angel iskrev
copywriter: maksim stoimenov
junior copywriter: spas nikolov
strategist: kristiyan stefanov
client service director: sava akhmakov
account executive: toni gradinarov
special projects: rositsa boeva
