NEUTROGENA On TikTok
Seeing TikTok as an opportunity to win the hearts of Gen Z, Neutrogena charged Movers+Shakers with their TikTok strategy and execution.
Our approach: Unlike many competitors, Neutrogena is backed by science. So we set out to ease consumers’ confusion over all the conflicting skincare information, and win over Gen Z with science-backed insight.
We catapulted Neutrogena onto TikTok with an explosive launch campaign, surrounded by an always-on brand channel, and an ongoing series of product campaigns.
LAUNCH CAMPAIGN: SKIN U
Neutrogena is backed by science, so we decided to remind TikTok in a big way. We introduced Skin U - an education-based TikTok campaign. Neutrogena took to TikTok to debunk common skincare myths with a science-based approach. Their following grew 582% in one month.
Phase 1 - Admissions: We put out an open call to “All People with Skin” to create a TikTok asking their most pressing skincare questions. Neutrogena picked 5 lucky winners to enroll in the first-ever Skin U class, giving them the opportunity to learn from Neutrogena scientists and become one of the faces of Neutrogena’s TikTok channel.
Phase 2 - Classes in Session: From “lectures” to 1:1 Q&A sessions, our scientists help educate our winners, along with the overall TikTok community, on the what’s what of skincare. Head over to Neturogena’s TikTok channel @neutrogena_us to catch school in session!
Hydroweek
Superior skin hydration deserves to be celebrated, so we launched “Hydro Week,” a week of hydration for all!
Videos focused on celebrating hydration and shined a spotlight on Neutrogena’s line of Hydro Boost products - all to a very zen yet catchy original song. The week of hydration led to over 2 million views!
ACNE
Neutrogena is a leader in the Acne market, but was looking for a way to drive awareness with a younger generation. We launched an influencer ad campaign and found creative ways to show that Neutrogena is the no-frills solution to stubborn Acne.
