BACKGROUND.

Advertisements for suncare products are extremely competitive. With the launch of it’s new line, Neutrogena Beach Defense, sought to advertise smartly.

THE ASK.

To create ads that will make Neutogena stand out amongst other suncare product and drive purchase intent.

MY ROLE.

I was the Creative Director on this assignment. I also art directed the case study video below.

MY PROCESS.

Careful consideration was given to the placement of the ads, the weather, and also the time of day. We developed an advanced logic that pulled real-time UV conditions and automatically pushed the ad out if and only if the weather is “just right.” To enhance the campaign further, we layered location-based data to heavy-up in extra sunny places – like parks, beaches and pools. This allowed the Neutrogena Beach Defense ads to dominate key out of home locations on those sunny days. Like a mood ring, the ad would appear (or not appear) based on the weather and in popular beauty and lifestyle content. Since purchase intent was the main goal of the whole campaign, we used geofencing to push out a sales-targeted creative when the audience was near a retail location. In that same ad, we included a coupon offer along with directions to the store.

THE RESULT.

This campaign skyrocketed Neutrogena Beach Defense and distinguished it from the gazillion others in a highly competitive category. Within the first few months, the campaign had well exceeded expectations across the board. We increased awareness of our new brand from zero to 63% and Purchase intent rose 43%.