| Title | DAILY MOISTURISING LOTION |
| Brand | JOHNSON & JOHNSON |
| Product / Service | AVEENO |
| Category | D01. Integrated Digital Campaign |
| Entrant | THE FARM Surrey Hills, AUSTRALIA |
| Entrant Company: | THE FARM Surrey Hills, AUSTRALIA |
| Advertising/Web Design Agency: | THE FARM Surrey Hills, AUSTRALIA |
| 2nd Advertising/Web Design Agency: | OMD Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Wade Kuhn | The Farm | Creative Director |
| Amie Weller | The Farm | Account Director |
| Roisin Durham | OMD | Digital Manager |
| Antonia Glezakos | OMD | Account Manager |
The Aveeno beauty brand launched in Australia in 2009. Awareness was low and our competitors had been in the market for years. Our research showed the competitive strength of Aveeno was that when consumers tried it, they were likely to become loyalists so our digital brief was to drive awareness & trial. We developed an integrated campaign that launched with an alpha influencer program with beauty enthusiasts to drive lasting & SEO-friendly reviews that could be leveraged in creative followed by big, bold ad placements to drive cut-through and reach and a concurrent social sampling campaign complete with trackable couponing.