Work /

Challenges

iNDELIBLE was mandated to introduce Aczone, Allergan’s new acne prescription medication, to the teen demographic. The dilemma was how to you appeal to the savvy teen market while constrained by the rigid requirements of the pharmaceutical industry?

Solutions

Based upon the phenomena of High School Musical (and anticipating Glee’s smash success), iNDELIBLE wrote, produced, and brought to life an entire online musical extravaganza. Supported by a full scale digital rollout, leveraging the star power of Twilight’s Michael Welch.

Results

• Average time on site was over 3.5 minutes
• CTR for OLA was 4 times industry standard
• Over 50 pages of Google mentions
• Pickup on over 500 blogs and online publications with featured articles on Buzznet, AOL Red, and Bebos

Awards & Recognition

• DPAC: Finalist for Best Digital Branded Content (2009)
• Digiday’s Publishing and Advertising Award: Double Nominee for Best Branded Website and Best Branded Content (2009)