To do this, we developed a social-first documentary approach that blended authentic user-generated content with elevated documentary footage. The narrative prioritized real voices, relatability, and social pacing, allowing teens to see themselves reflected in the story while maintaining a clear creative framework. By leading with authenticity over brand gloss, the content felt natural within social feeds and true to the audience’s experience.

The result was Clean & Clear’s first social-first documentary campaign, which generated more than 6.2 million views. Beyond performance, the work established an editorial framework that became the creative north star for future Clean & Clear social campaigns—shaping how the brand shows up and connects moving forward.