Neutrogena: Sun activated advertising

This case study describes how skincare brand Neutrogena promoted its new sunscreen line in the US, Neutrogena Beach Defense, by using an advanced mobile campaign to target its audience at appropriate times.

Neutrogena: Sun activated advertising

Campaign details

Advertiser: NeutrogenaAgency: AnsibleCategory: Location Based Region: North America

Strategy

In 2013, Neutrogena set out to launch their new sunscreen line - Neutrogena Beach Defense. Faced with the challenge of breaking through an already cluttered category, we wanted to focus on activating our mobile campaign based on the ideal weather conditions. However, conventional weather targeting required placing our premium brand in lackluster environments where users were typically spending mere seconds with the content.

Execution

Proactive Everyday Protectors'" Women 25-54, who are very aware of the damage the sun...

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