REALIZING A UNIQUE APPROACH TO HOW-TO VIDEOS

Argentina

Neutrogena

One Wipe Away

Objective

Neutrogena is a personal care brand that struggles to be top of mind among Argentinian women. Neutrogena's competitors are well-known and established brands in a market where women are very faithful consumers. According to TGI, 82% of Argentinian women trust just one brand to fulfill their category needs. We had to find a way for consumers to discover Neutrogena's high performance, lift sales and climb to Top of Mind among Argentina’s women.

Solution

Putting Neutrogena's portfolio to the test, Skin Cleansing Wipes had two main benefits: they represented a low out-of-pocket choice to try the brand and they had higher performance vs competitors. Argentinian women wear makeup every day and are heavy consumers of makeup tutorials, with daily views reaching +1M in 2018. We found an ownable tension: making mistakes while trying to copy online make up tutorials. To make our strategy come true we created four short videos that looked like a typical how-to tutorial. But they were not beauty-vlogger-perfect-tutorials, they were humanly imperfect - how-to tutorials gone bad. And in every case Neutrogena was there, one wipe away, to help.

Results

2.7% Growth in sales during the campaign period

40% Growth in brand related search

12 points Increase in ad recall for women in 25 - 34 age group