The Campaign

While most sunscreen products position themselves in beauty category, Neutrogena, the #1 skincare brand in US, is to incline with the millennials’ active lifestyle. Millennials want to look attractive and healthy on social media. Working out is always a hot topic. While going to gym is a chore, exercising outdoor is so much more fun! However, there is little communication around sun protection for outdoor exercise. We see the white space and grab the opportunity for Neutrogena to create a new behavior by making CoolDry Sun Spray the FIRST step to warm up before they start.

Creative Execution

A campaign called “Free Under the Sun” is launched on Keep. Super star VanNess Wu, who’s cool and passionate in sports, is invited to be the celebrity instructor in the Neutrogena fitness classes and a campaign video, using CoolDry sun spray before warm up started in a native way. Consumers are encouraged to share their own stories of “Free Under the Sun”. Specially designed Keep badges and emojies are rewarded to participants.  To maximize the impact, the campaign was also shared by sports and fitness KOLs on varies social platforms through posts and live broadcast.

In just 7 days, the campaign generated over 300 million impressions, about 2.2 million clicks. Nearly 1 million people participated in VanNess’ workout session; Achieved historical high product awareness and positive perception. WeChat search index hit 1.2 million, brand’s WeChat account welcomed 4000 new fans! ‘The FIRST step to warm up’ has created new consumer behavior. First half year sales for Neutrogena almost doubled last year’s record!

Since the nature of Cooldry spray is sporty and healthy, media strategy is developed to leverage the media resource of fitness-oriented app to enhance brand exposure and brand engagement among target audience, 80s and 90s young sporty female. Considering the user amount (65 million) and engaging ad format, we chose China’s No. 1 fitness app Keep as the main media platform. The present campaign combined display ads with soft resource. VanNess Wu, a famous star with healthy and sporty image, was invited to shoot the brand video and training course video in this campaign, which were integrated with premium media resource, ‘celebrity course’ and ‘topic discussion’ section in order to fit in the app environment and engage audience in a more natural and impactful way.