Neutrogena: Data-driven location-based targeting

Skincare brand Neutrogena used programmatically delivered content across mobile and digital channels to boost consideration and sales among young women in the Asia-Pacific region.

Campaign details

Brand: Johnson and Johnson / NeutrogenaLead agency: J3Region: APAC

Strategy

Objective

Asia Pacific is the largest, fastest growing region in cleansing, but Neutrogena had a big problem, despite high awareness, we were low in consideration. In addition, we were facing a fragmented category with competition with deep pockets and shortening attention span of target audience. For Neutrogena 2018 campaign, media budgets were tighter than ever and we had to think creatively to achieve greater efficiencies.

We started by looking at trends - pollution is a big problem in Asia pacific. 92% of our...

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