Neutrogena OLS
- Client: JOHNSON & JOHNSON
- Brand: NEUTROGENA
- Industry: Health & Beauty
- Audience: Girls 13-24
- Project Type: Social Media Strategy, Brand Identity, Facebook Page, Interactive Banners, Page Takeovers, Games
A social media platform working across MySpace, Facebook and Twitter, that combines the range of NEUTROGENA young skin offerings, paralleled with a creative digital advertising campaign, real world events, games and interactive experiences and an alpha influencer programme.
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The Challenge
NEUTROGENA had little presence in the online world, where most of the audience was incredibly active. They wanted to create a connection with their audience of 18-24 year old girls (more broadly 13-24), one that had more meaning than just product reviews and retail.
The Solution
Using the insight that 18-24 year olds experience a lot of stress (money, moving out of home, uni, appearance), we created One Less Stress, or OLS, a hub where young women can gather to share their stress. Just as NEUTROGENA products alleviate skin problems, giving One Less Stress; OLS could relieve other life stress through information, competitions and events. Working across MySpace, Facebook and Twitter, the social media campaign paralleled with product focused display advertising and an alpha influencer program.
The Result
Over the campaign, the OLS community grew steadily, generating earned media via conversations, editorial coverage and newsfeed posts. It has been extended from the initial nine months into an ongoing campaign, and is currently being rolled out into international markets.
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