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.
- 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
Immediately outperformed English
increase in total Neutrogena branded products sold at retail
The amount of web leads.
Average order value increased