The Brief

Neutrogena Instagram Flashmob was created to promote Neutrogena Ultra Sheer's superior sun protection (3x UVA protection compared to other brands), amongst a new, mobile generation.

Describe how the promotion developed from concept to implementation

Working with renowned mobile photographer AikbengChia, we shot tiny figurines on bare skin to look like people on thebeach. The unbranded pictures were uploaded over a few days, (curious fans were kept guessing on the theme). Once all pictures were online, we added the hashtag #Neutrogena_Ultra_Sheer, and fans were invited to search for the hashtag. When they did, the pictures came together in a single collage of a day at the beach, with Neutrogena Ultrasheer prominently displayed in the last 2 pictures.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Neutrogena Instagram Flashmob was seen by 856,500 instagram users and 40,000 twitter users. A total of 6,792 likes were received as well. Neutrogena got over USD300,000 in publicity.

Explain why the method of promotion was most relevant to the product or service

Sunscreen is a very crowded sector in traditional media, full of typical imagery. To break out and reach a new, mobile generation (who are outdoors a lot!), we created our own media space on the popular Instagram social network. This was also an audience who had largely abandoned traditional media, choosing instead to gain product information via search and peer on social networks.