Super Hero Facebook Campaign

2 October, 2015

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Neutrogena believe that healthy skin starts with clean skin. To keep skin look glowing and youthful, cleansing is most important step in daily beauty regime. For taking better care of different skin types, Neutrogena developed Deep Clean facial cleansers with dermatologist-tested formulas. Our missions are to cross-sell Deep Clean cleansers and makeup removers as well as create noise on Facebook.


Neutrogena has long-standing heritage in innovating facial cleansing products with dermatologist and skin care experts. To take this advantage of brand heritage, we created the campaign message that Neutrogena is your cleansing super hero. 3 super heroes were designed to represent product sets for 3 skin types. Consumers can deep clean every day in just 2 simple steps: Step 1 – using Neutrogena cleansing oil to swipe away all cosmetics. Step 2 – using cleansers to remove dirt and oil on the face.


Product trials encourage brand switching and long-term purchasing. To drive Facebook fans to get Deep Clean cleansing oil and cleanser sample, we developed a Facebook application for online sampling. Fans simply answer 3 questions to find out which super hero they are and which product set suits for themselves. Then, they were allowed to register a free product sample with personal information for trials. To drive product sales, e-coupon was offered to encourage fans to make purchase.


Project Management/ Sandy Lee Copywriter/ Yetta Yang Designer/ Toni Cheng Developer/ Michael Leung, Snowie Mok Programmer/ Silver Lam


page views

E-coupon downloads

sample giveaway within first 2 weeks of campaign launch