Want to connect your brand to culture? Sign up for one of our webinars!
Scroll
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.
