2013 Winners & Shortlists

Results and Effectiveness

Arab women responded positively to the Neutrogena skin care beauty content that they had been missing: - 15,500+ microsite and video views - 1.2M impressions on Sayidaty.net, with 0.55% CTR - Clicks from Sayidaty Facebook PR: 1,923 - Average time on site: 2:57 - 30,000 Neutrogena samples distributed Total Neutrogena sales increased +25% vs previous month during the first month of ‘beautysodes’ and +27% during the final month of the Skin Care Essentials campaign. Market share increased +0.2 share points for total Neutrogena, +1.9 share points for Oil Free Acne Wash, and +0.6 share points for Deep Clean Invigorating Cleanser.

Creative Execution

We partnered with top media property Sayidaty to develop a multi-touchpoint ‘Neutrogena Skin Care Essentials’ campaign, positioning Neutrogena as the ‘Skin Care Expert.’ Sayidaty is the region’s #1 women’s magazine, has a highly-viewed television program, and a popular website We produced a series of 5-7 minute Neutrogena ‘beautysodes’ and aired them during Sayidaty’s regular TV program. Each ‘beautysode’ featured an expert that related skincare to her field of expertise – dermatologist, beauty expert, nutritionist, personal trainer, life coach, etc. For example, the life coach explained how your good mood can have positive benefits on your skin. And other experts followed suit, all under the ‘Neutrogena Skin Care Essentials’ theme. A microsite, http://saydaty.net/neutrogena.pha extended the life of the ‘beautysodes’ where Sayidaty’s growing social base could view and share the videos and where Neutrogena provided additional skincare tips. For Sayidaty magazine, editorial featured a weekly round-up of the ‘beautysodes.’

Insights, Strategy and the Idea

Many women in the Arab region are ‘covered’ for religious and cultural purposes. They are bombarded with beauty messages focusing on physical features that they can’t show in public such as shiny hair, perfect makeup, and beautiful nails. This leaves them frustrated with advertisers, because they don’t seem to understand their needs. For muhajabeen (veiled women) ‘pure beauty’ means clear and radiant skin. They turn to their dermatologists and beauty care experts for advice, because up to now, marketers haven’t given them relevant beauty content in Arabic that they crave. Neutrogena wanted to change this and let the women of Arabia know that they are the number one ‘dermatologist recommended’ skincare brand worldwide. It was clear, our strategy needed to deliver credible (dermatologist approved) beauty content in Arabic that women in the Middle East could identify with and use in her everyday life.