Results and Effectiveness

The campaign certainly succeeded in creating demand. The Deep Clean Wave proved so popular that the cubic stores requested to sell the products itself. Cubic stores have so far accounted for 35% of product sales. We took an unusual environment and turned it into an innovative new media channel and eventually, also a distribution channel. In this way, the campaign not only met the marketing objectives of the campaign but became a solution for the key business challenge itself; limited distribution.

Creative Execution

Cubic stores are a Hong Kong phenomenon where retail shops rent out cubic areas to individual sellers. This low entry opportunity attracts vendors of unusual items, hence it’s the first place a Maven would go to find something new. Neutrogena turned these unique spaces into a media channel by displaying the Deep Clean Wave in 11 cubic stores. 2 consecutive boxes were rented in prime window space. The first displayed the Deep Clean Wave moving in a brightly lit miniature bathroom; The second contained a monitor playing a video demonstrating the product. These arresting visual displays grabbed the attention of passersby in contrast to the neighbouring static displays. Signage directed passersby to yesstyle.com, where the product could be bought at launch date. In addition to the display, sample Deep Clean Waves were kept in store providing vital sampling opportunities for consumers who might be reluctant to buy online without trial.

Insights, Strategy and the Idea

Neutrogena brought a new skincare concept to Hong Kong with the launch of Deep Clean Wave, a hand-held cleansing machine. The launch faced one key barrier: Limited distribution – it is sold online. Buying online is unusual for Hong Kongers who like to trial products before purchase, therefore we would have to generate lots of buzz to drive people there. Given the limited budget we focused on one key group – Skincare mavens. These women are always first to try new, exclusive products, and are a key information source for their peers. Our strategy was to appeal to their desire for exclusivity and create demand by turning limited distribution into limited edition. We identified the perfect environment where they seek new, unusual items - cubic stores. We used this environment as a media channel where shoppers could trial the Deep Clean Wave, but to purchase our exclusive product they must go online.