Case Study

Case Study | Cosmetics & Skin Care
Neutrogena Skin iD
Inspired by the success of Proactiv, Neutrogena wanted to drive DTC sales to a younger acne audience. We helped them embark on their first significant DTC TV effort, while keeping true to their brand-focused marketing philosophy.
Solution
- Limited TV activity from Neutrogena and no campaigns against DTC or the younger target gave us a clean baseline. Drawing on similar category experience, we created an optimized TV mix.
- Executed a mixed length linear TV media campaign over several quarters
- Optimized media quarter over quarter to expand into new areas and achieve scale while maintain performance metrics