I led the creative direction for a social campaign that transformed Belo Pimple Gel from an overlooked product into a cultural conversation starter, driving 300% business growth on practically no budget. By tapping into local insights and language, we repositioned the gel with messaging that deeply resonated with the acne-afflicted.
The campaign revolved around the Filipino word "tuldukan," which means both "to dot" and "to end." This visual metaphor elegantly tied the product's action and benefit together, creating a simple yet memorable narrative. The campaign extended to other executions, addressing acne, breakouts, and maskne—stopping issues before they even begin.
It sparked engagement and revitalized the brand’s relevance, turning Belo Pimple Gel into a social media win.
PIMPL.
