CASE STUDY: Neutrogena utilises photo flash-mob to get youth using sun block

Background

The summer time months of July and August means people flocking to the beach, and Johnson & Johnson wanted beach-goers and outdoor enthusiasts to use the Neutrogena Ultra Sheer sun block during the season.

Aim

The campaign sought to encourage youths who enjoy the sun to protect themselves with the Neutrogena sun block which it claims to provide up to three times longer UVA protection compared to other products.

Execution

The campaign used a photo-mob concept wherein popular iPhone photographer Chia Aik Beng  uploaded photos one by one to the iPhone sharing app Instagram spread throughout three days to generate buzz until the final revelation.

Each photo was a piece of a bigger montage and once completed, it remained online for a specified time then disappeared without a trace — like a flash-mob. The photos featured miniature figurines at the beach, however the 'beach' is really a close-up shot of human skin. 

In all, 32 pictures were uploaded, with quirky quotes telling the story of friends going for a day on the beach. At the end of the three days, the hash tag #Neutrogena Ultra Sheer was added to the pictures. When users clicked on the hash tag, they were treated to a stunning montage of a 'sun'.

To close the loop, a final picture was uploaded with the brand message: 'Let your skin have a little more fun in the sun. Neutrogena Ultra Sheer with 3x longer UVA protection.'

Results

The photo-mob gathered a total of 6,792 'likes' and achieved a positive response from over 500 comments generated. The total amplified reach (total followers) was recorded at 856,500. Beyond Instagram, the brand exposure reached an approximate 40,000 people on Twitter. 

“We are very pleased to see how the brand’s key message has been weaved into relevant touch points thus engaging our target audience with an innovative way that sparks rich interactions. The campaign has shown to us the power of organic amplification through earned media,” said Cindra Tsai, senior brand manager for Neutrogena.

Jeff Cheong, head of Tribal DDB Singapore shared his thoughts on the campaign, saying, “The evolution of social photography app Instagram has boomed over the past one year — youths are constantly sharing photos of their activities via the app. We wanted to create a beautiful impression of people enjoying the sun, while reminding them to stay protected at the same time. As we enter the summer months, more people will be heading to the beach — this serves as a fun way of reminding people to get the best protection while their outdoors with Neutrogena Ultra Sheer.”