Neutrogena

Deep Clean Hydrating Cleansing Oil Launch Campaign

29 April, 2015

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Objective

As a long-term partner with Neutrogena, we supported in the launch of a new Deep Clean Hydrating Cleansing Oil during 2015 spring. To create strong awareness of the new product and encourage brand switching, we need to convince consumers that the efficacy of Neutrogena Deep Clean Hydrating Cleansing Oil is definitely comparable to counter brand.

Idea

For those who wear make-up, they mostly prefer to choose high-end beauty brand because they infer the product quality and efficacy from price. To change this fixed mindset and builds consumer trust for this new product, we designed a blind test that demonstrates and compares the cleansing power of Neutrogena Deep Clean Hydrating Cleansing Oil with a counter brand. The idea was adapted to pre-launch product trial and mobile truck event.

Approach

Facebook application and iPad app
With the iPad app, consumers were able to instantly give a vote after blind test in the event. To get all participation number and voting results from offline to online, we developed an iPad app for voting and Facebook application that responds to real-time data updates from iPad app. So, all results can be unveiled online in just a second. Apart from real-time result updates, Facebook application provided product information and testimonials for those who interest in Neutrogena Deep Clean range.

Ambassador Testimonials
To create word-of-mouth across popular social media platforms, we invited 17 ambassadors shared the blind test result blogs and videos during the pre-launch phase. Based on the idea of blind test, we prepared a blog/video content guideline including a detailed test flow, direction of blog articles, keywords suggestion and photo shooting references.

Credit

Project Management/ Sandy Lee Copywriter/ Jasper Wu Designer/ Toni Cheng Developer/ Toby Ho, Cyrus Au Programmer/ Lynn Chan

KEY ACHIEVEMENTS

1,100+
event participation

84,000+
pageviews

3,700+
accumulated views of ambassador sharing