Acne Brand Debuts Teen Dramedy Series ‘The Benzacs’ on Instagram
Deutch New York helps the brand reach teens with ongoing mini-videos.
In the vein of teen classics such as Mean Girls, Pretty in Pink and Sixteen Candles, acne treatment brand Benzac, with help from Deutsch New York, has launched The Benzacs, a teen dramedy series that will unfold on Instagram.
[instagram]https://instagram.com/p/1u9TUqGfIG/embed/[/instagram]
The series will focus on four teens — Ivy, Cam, Oak and Essy — who aren’t in the cool kids club, The Benzacs, but certainly want to be. The story will be told with 22 15-second videos over a three week time period beginning this week. The content will also include 80 series-related images.
The Benzacs were first introduced on YouTube one month ago and that original video has achieved over 1 million views.
The story, hashtagged #MakeMeABenzac, will unfold on the main @Benzacacne Instagram feed, but each of the four characters will add to the story from their individual Instagram accounts.
The series was teased on Instagram beginning last week:
[instagram]https://instagram.com/p/1eDlLVGfEW/embed/[/instagram]
[instagram]https://instagram.com/p/1tyZW4mfA1/embed/[/instagram]
Here are the first two episodes:
[instagram]https://instagram.com/p/1vHgJTmfEb/embed/[/instagram]
[instagram]https://instagram.com/p/1xnrFzGfCt/embed/[/instagram]
Here’s one of the characters, Ivy, introducing herself:
[instagram]https://instagram.com/p/1vBwHQC8u4/embed/[/instagram]
Each day’s Instagram activity has been given its own hashtag to make the story easy to follow. The first two days are #benzs01e01 and #benzs01e02.
Series cinematographer Mark Williams and has mentioned it in his Instagram feed:
[instagram]https://instagram.com/p/1wbDgCMPmL/embed/[/instagram]
Benzac is touting the series on its Facebook and Twitter pages:
4 friends. 4 feeds. One story. Get more of The Benzacs on Instagram! #MakeMeABenzac https://t.co/RoAWbnriTx
— Benzac (@BenzacAcne) April 21, 2015
An offline “Meet the Benzacs” campaign will also roll out across TV with ad placements on teen-focused networks such as TeenNick, MTV, MTV2, Comedy Central and ABC Family.
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