2015 Winners & Shortlists

The Brief

Neutrogena struggles with high bar soap penetration and infrequent usage of facial wash due to the fact that liquid cleansers are considered for treatment only, rather than prevention. To combat this, NTG created a campaign to drive education on the importance of daily usage of facial cleansers to treat and prevent spots with Visibly Clear Spot Stress Control. Women in this region face 2 major facts: Stress, driven by the challenge to balance personal wants and society’s expectations backed by strict cultural norms. Second is the fact that face is a central piece considering the strict dress codes.

Describe how the promotion developed from concept to implementation

Neutrogena focused on integrating itself in occasions that caused women strain and more importantly hinder their best face forward. Within these stress moments, Neutrogena created personalized experiences to alleviate one less burden in a memorable way. With Visibly Clear Spot Stress Control, gone are the days where the perfect face contains spots! When women get stressed, they want to break stuff….but perfection doesn’t allow them to. We offered women the opportunity to shed stress while having fun.

Describe the success of the promotion with both client and consumer including some quantifiable results

• Created personal moments for 7,378 women via smash events • Increased positive sentiment/conversations on Facebook • Event turnout was 34% more than planned • KSA sales growth of 63% in the month following the campaign! Contributing to brand sales increase of 25% vs. year ago • UAE sales growth of 20% in the top two retail stores, leading to an overall brand growth of +11% vs. year ago • Capitalizing on its print editorial partnership, Neutrogena was able to generate $87K of added value media • Associated social content on Neutrogena’s Facebook exceeded industry benchmarks!

Explain why the method of promotion was most relevant to the product or service

We created a series of events where women were called to break a plate containing their personal stress, in universities in KSA and in a music-shopping festival in UAE. A total of 7k plates were smashed! Women also recorded their unique experience and obtained information on the importance of daily facial wash. Personal connections were also delivered via associations with leading Arab female beauty titles to create editorial content that spoke to key stress factors (e.g. marriage, work…). We were able to handcraft personalized messages within advertising to combat one less strain associated with that stress factor. Personalization continued with support from social and bloggers to help respond to stressful situations and allowed for greater connection.