by Stephen | Oct 23, 2022
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
Average order value increased
Direct-to-Consumer Media Agency:
TV – Streaming – Digital – Radio
by Stephen | Oct 23, 2022
Launch a new state of the art air brush makeup system with a $200+ price point.
Break consumers away from their traditional less expensive over the counter make up applicators and convince them to invest in an air brush and change the way they put on their makeup.
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Utilized multiple creative lengths to educate consumers of the benefits of an air brush to apply the perfect amount of makeup consistently and effortlessly.
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Long Form (28:30) creatives were able to effectively demonstrate the ease of using Luminess Air, and the before and after shots helped reinforce the high quality and consistency of the product.
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Media targeted a female 18-54 demo on national cable stations and programing.
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Shorter format creatives enabled greater frequency and penetration at the national level.
Best-selling airbrush system on the market
Call conversions higher than average
Average order value increased
Direct-to-Consumer Media Agency:
TV – Streaming – Digital – Radio
