Creating a Movement

Challenge

Obagi Medical sought a unique platform to distinguish its products and leadership in a highly competitive global market.

Action

Obagi is the only company to test its products across all skin colors on the Fitzpatrick Skin Spectrum. Amplifying the company’s inherent support of diversity, TogoRun created and launched the Obagi SKINCLUSION campaign: A global awareness initiative celebrating diversity and inclusion, featuring ambassador, actor, producer and activist, Priyanka Chopra Jonas.

The campaign brought to light the prescient societal issue of unconscious bias, and was bolstered by a partnership with Project Implicit and the International Cultural Diversity Organization. For the SKINCLUSION campaign, TogoRun:

  • Created a campaign site
  • Scripted and produced video segments for social media and the site
  • Held three media events for top influencers
  • Hosted two Media Panels featuring Priyanka Chopra Jonas and prominent KOLs

Impact

+2.3 BILLION impressions

95 original placements in print, online and broadcast (~42% top-tier)

~25% of placements mention product

+2M total campaign video views online (Anthem & Why I Choose Obagi via YouTube, Facebook, Twitter and IGTV)

~300% Physician Finder on Obagi.com

67.3K visits to SKINCLUSION.com in one month

+33% increase in Project Implicit online bias tests in first week

Awards

TWO 2019 PRNEWS AGENCY ELITE AWARDS

  • Integrated Communications
  • Multicultural Marketing

TWO 2019 PRSA-LA PRISM AWARDS

  • Diversity Communications, Consumer Products
  • Integrated Communications, Consumer Products

TWO WINS FOR OBAGI PRESIDENT JAIME CASTLE

  • PM360 2019 Trailblazer Imagination Award
  • International Cultural Diversity Organization (ICDO) Excellence Award in Leading Diversity and Inclusion