Clean & Clear

Clean & Clear

Drive brand awareness and ad recall amongst teens for new limited-edition bottles in India.

The Objective

A new twist on a product requires a fresh way to advertise. With the debut of "My Swag" limited edition face wash in India, Clean & Clear wanted to increase their brand and product awareness among female teens across India and invite them to engage with the brand by showcasing their diverse personalities.

The Solution

Clean & Clear have launched a Hashtag Challenge (#UnbottleApnaSwag) featuring 5 bottle packaging styles corresponding to 5 personality types: Fun, Carefree (Bindaas), Studious (Padhaku), Talkative (Bakbak), and Foodie. Girls were invited to identify with a personality type and showcase unique content online.

To personalize the 5 personalities on "My Swag" Bottles, Clean & Clear released 5 rap songs and enlisted 5 top female influencers (each with 1+ million followers) to spearhead the challenge and inspire users to get started. Users can then choose a song and share their own content to show their personality to the world.

The Results

With more than 1.96 billion video views, 172 million likes/comments/shares and 2.62 million user-generated videos from the Hashtag Challenge, with Clean & Clear's official account following increasing by more than 10.4K, this was one of the most successful Branded Hashtag Challenges in India to date.

Products Used
TikTok For Business


The leading destination for short-form mobile video.

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TikTok For Business

Branded Hashtag Challenge

A one-of-a-kind engagement format that taps into user passion for creation and expression.

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