Why is this work relevant for Direct?

Because “put the right media to right person with right message in the right place & moment” will deliver most efficiency & effectiveness to the campaign. This is first times for Neutrogena to use precision targeted & real-time data with dynamic creative assets to talk with Neutrogena’s women.

Background

In early 2019, the issue of PM2.5 quickly became a national agenda within Thailand especially in the most affected areas in the Central, North, and North-eastern provinces. People were panic, with good reasons. News reports with hourly updates were on all channels. Schools were closed. Real cases of PM2.5-related sickness were reported almost on a daily basis. There were shortages of masks and air purifiers nation-wide. Being one of the few facial cleansing products in the market that already has the ability to clean PM2.5 particles, Neutrogena launched new product, Neutrogena Deep Clean Cushion Foam, to ensure that the public became aware and took action to buy/try. But facial cleansing is only the second priority to immediate prevention by masks and air purifiers. How can Neutrogena find an effective way to have a place in the consumers’ attention among overwhelming PM2.5 content?

Describe the creative idea (30% of vote)

Although health concern was top priority, we know that Neutrogena’s target audience cared for the beauty of their skin too. We did not want to use a huge media budget to ride along all the PM2.5 content to all target audience, so we decided to go for precision targeting using real-time data and customized assets which can auto dynamically personalize video creative across channels

Describe the strategy (20% of vote)

To breakthrough Personalization Creative in Real time, Neutrogena took the campaign to a whole new level by using precision targeted with dynamic creative assets for the first time. These assets have an aimed reach of 6.9M people and were circulated in the different regions of Thailand. The real-time PM 2.5 levels in particular areas were measured and shared to ensure that right messages were delivered to the right targeted consumers. >400 customized creative versions across Facebook and YouTube targeting to Sport, Beauty, Travel among top locations within Thailand

Describe the execution (20% of vote)

To ensure of taking Precision of targeting at the most “PM2.5” receptive moments and with the right messages, we utilize the following tactics. 1. Partner with BreezoMeter for Real-time data of PM 2.5 level in local areas of Thailand 2. Real-time activate the ad only when and where PM2.5 has reached certain levels. 3. Dynamic Creative Optimization by customizing different visuals and messages to match with the level of seriousness of PM2.5 conditions with combination of more than 90 Facebook assets & 300 Youtube assets. 4. Led all actions to e-store so that audience could immediately take action to buy Neutrogena products when they were at the highest moment of consideration. 5. Apply custom audience targeting with affinity and keyword targeting to serve the ad to only people who tends to be interested. For example, Cannot out to anywhere because PM 2.5? Let face the city any pollution with fearless!

List the results (30% of vote)

- Create 20X with 53,397 traffics to e-store - +15% incremental sales value in the same period. - Acquire Best in class 7.5% brand favorability up lift within the 1 month campaign period - View Through Rate (VTR) of Youtube spirable is 2X more than industry benchmarks - Number of Clicks was 4X more than past campaigns with similar budget. Click through Rate (CTR) of ad was also 2X better.