Neutrogena: #NeutrogenaToTheRescue

Neutrogena, the personal care brand, tapped into online beauty tutorials to improve top-of-mind awareness of its facial wipes among Argentinian consumers.

Campaign details

Brand: NeutrogenaBrand owner: Johnson & JohnsonLead agency: J3Contributing agencies: J3 Studios, RepriseCountry: ArgentinaIndustries: Skin care, sun protectionMedia channels: Online video, Search marketing, Social media, TelevisionBudget: Up to 500k

Executive summary

Neutrogena is a personal care brand that struggles with poor results among Argentinians in terms of top-of-mind (TOM) awareness. The agency had to find a way for consumers to discover Neutrogena's high performance, lift sales and climb the TOM ladder.

Putting Neutrogena's portfolio to the test, skin cleansing wipes had two main benefits: they...

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