On My Pro Journey

Culture-first next-gen creative communications agency PRZM is collaborating with leading skincare brand Proactiv on an ambitious new campaign that boldly re-introduces the renowned 28-year-old skincare brand to a new generation while reengaging its core cross-generational customers who have been with the brand from the start. The “On My Pro Journey” campaign centers the consumer as the hero of their own skincare journey — encouraging audiences to celebrate progress, not perfection. The campaign speaks directly to the new school of skincare and acne-care, continuing to build trust and engage customers wherever they might be on their skincare journey.

Proactiv’s “My Pro Journey” campaign spot was broadcast during the final game of the MLB World Series on Fox TV and garnered 225M+ impressions according to iSpot TV metrics. The campaign will continue to roll-out through 2024 with more national broadcast spots, social-first videos, photography, display and meta ads. PRZM partnered with independent production studio Los York on creative elements of the campaign.

Collaborating with Proactiv’s marketing team on the campaign’s strategic direction, messaging, and content development, PRZM tapped into a custom brain-trust of next-gen peers with skincare issues who also helped inform strategy and provide insights. The agency leverages a network of over 1K+ next-gen contributors in over 20 countries who contribute their expertise and experience ensuring that ideas, creative solutions and recommendations are speaking with target audiences, not just to them.