NEUTROGENA - HUTANO
The top ROI campaign from H1 2021 across all of Johnson & Johnson was Neutrogena’s campaign in partnership with social health platform Hutano.
Hutano is a safe space for black and brown people to discuss their skin health away from traditional social media.
Our skin health campaign focused on BIPOC and darker skintones, and drove record-setting ROI for the brand.
BRAND CHALLENGE
Neutrogena is committed to combat skin health inequity and in doing so has partnered with the social health platform, Hutano.
Neutrogena came to Movers+Shakers to create a campaign that helps empower communities to share knowledge and their own skin experiences and drive new users to the Hutano website.
CREATIVE SOLUTION
We leveraged to TikTok to create a culturally-nuanced influencer campaign in which Black and Brown skincare enthusiasts, skincare professionals, and community leaders openly talk about their experiences and struggles of finding the appropriate skin care related resources and medical support.
The authenticity of the content gave the platform credibility – it let the viewer know that Hutano is a community where Brown and Black people can feel understood. The content format reinforces the idea that in Black or Brown communities, skincare information comes from a trusted source.
