As a challenger brand in a niche category up against major multinational players like Johnson & Johnson—marketers of both the Clean and Clear and Neutrogena brands—Benzagel needed to revitalize its community. Blade’s two-pronged strategy was to first reach out to Canada’s pharmacists in a multi-media campaign, reminding them of the proven effectiveness of the Benzagel formulation. Through this effort, Benzagel emerged as the #1 Recommended Acne Treatment Brand among pharmacists nationwide. Blade then used that powerful endorsement as the basis for a broad social media outreach to enlist an active community of Benzagel users. View Website.