Pop everything but your pimples.
Hero Mighty Patch is making waves in Australia with a playful new campaign encouraging consumers to “pop everything but your pimples.” The initiative, crafted in collaboration with creative agency Bounce, aims to capitalise on the internet’s fascination with popping videos while promoting skin health.
Julian Batty, Bounce’s art director, expressed that the campaign exemplifies how one can indulge in the satisfying act of popping without damaging skin. “Popping is already one of the most watched things on the internet, and one of the hardest things to resist doing to your own face,” Batty explained. “We pointed all that satisfaction somewhere it can’t do any harm, although sometimes still messy.”
The campaign, which launched this month in alignment with Acne Awareness Month, aims to catch the eye of consumers tired of skincare lectures. According to brand manager Diana Nguyen, “Second to their urge to pop is our audience’s urge to scroll.” The strategic social-first approach is anchored in the brand’s signature persona, promoting the Mighty Patch™ the Original, Hero’s best-selling product.
Nguyen stated that the goal was to create a campaign that uniquely showcased Hero’s character while being impossible to miss. The result has been high-volume, quality content that amplifies the campaign across social and digital channels.
Joel Chapman, Bounce’s executive creative director, emphasised the campaign’s balance of fun and authenticity. “Everyone has felt the urge to squeeze a pimple at one time or another,” said Chapman. “Rather than lecture people about it, we wanted to have some fun with that tension. It shows the product benefit, but in a way that pops off screens and earns your attention.”
This innovative approach to marketing paves the way for brands to engage users in a more relatable manner. As the campaign gains traction, it illustrates how entertainment can effectively intersect with product promotion.
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CREDITS:
Client: Hero Mighty Patch
Marketing Director: Nicky Dolman
Marketing Manager: Helen Feeney
Brand Manager: Diana Nguyen
Creative Agency: Bounce
Production: Optika
