Brand owner: Johnson & Johnson
Lead agency: J3
Contributing agencies: J3 Studios, Reprise
Industries: Skin care, sun protection
Media channels: Online video, Search marketing, Social media, Television
Budget: Up to 500k
Neutrogena is a personal care brand that struggles with poor results among Argentinians in terms of top-of-mind (TOM) awareness. The agency had to find a way for consumers to discover Neutrogena's high performance, lift sales and climb the TOM ladder.
Putting Neutrogena's portfolio to the test, skin cleansing wipes had two main benefits: they represented a low-price choice to try out the brand and they had higher performance vs. competitors.
The agency analysed competitors' communication and found that no one was talking about removing make-up. Considering that Argentinians wear make-up everyday and are heavy consumers of make-up tutorials, they found an ownable tension: making mistakes while trying on make-up. That's how #NeutrogenaToTheRescue was born.