Results and Effectiveness

With a media budget of only US$6000 the campaign exceeded the clients expectations by over-delivering on business results. Monthly sales of Neutrogena’s Cooling Cleansing Gel have been 20% above target since the campaign started in May. A halo effect has driven sales of new products within the range, including cooling toner and shave gel. Best of all, Neutrogena now have the mobile phone numbers for their target audience, offering an opportunity for the brand to build a lasting relationship with their consumers.

Creative Execution

We created a mini-site containing product information, trial samples and most importantly the facility to enter your phone number for a refreshing wake-up call. Users received an automated call from Elanne at the specified time the next morning telling them to wake up and refresh themselves with Neutrogena’s Cooling Cleansing Gel. A tightly targeted cost-effective online campaign drove traffic to the mini-site, including male focused sites men1000.com, demographic and daypart targeting on MSN and demographic targeting on Facebook. But our key traffic driver to the mini-site was an Elanne Kwong Facebook profile, created and managed internally to keep within tight budgets. Active management of the profile, including joining groups and running applications ensured eagle-eyed fans spotted the profile and her number of friends spread virally. Links within the profile then provided the perfect platform to draw users through to the mini-site with the promise of a wake-up call from Elanne.

Insights, Strategy and the Idea

Following the successful launch of Neutrogena’s Cooling Gel into HK’s burgeoning men’s skincare market, our challenge this year was to grow sales by attracting new users. Our key product benefit is ‘refreshment’ which is generic within the category. We needed to add coolness to the communication to position Neutrogena as the ultimate source of refreshment to help men wake up. Radio, TV…these environments are too cluttered to break into the morning routines of sleepy men. We spotted an opportunity to speak to them before they have even gotten out of bed, so that Neutrogena was the first thing on their minds. We came up with a cool idea to provide our audience with a wake-up call straight to their mobile phone telling them to wake up and refresh themselves with Neutrogena’s Cooling Gel. We even leveraged the sweet and appealing voice of Neutrogena’s spokesperson Elanne Kwong to do the talking.