Anti-acne brand Neutrogena has made a significant investment in its video marketing over the last several years, particularly on YouTube. In a market that hasn’t seen a whole lot of change in the last decade or so, Neutrogena was planning to introduce a Light Therapy Acne Mask, a revolutionary new product that would, in turn, require a completely new a bold marketing strategy.
In the “Power of Light” marketing campaign the company devised, it tried out a number of marketing tactics for the first time: its first male teen influencer (Nash Grier), its first bumper ads and its first digital-first campaign it has launched in the U.S.
These bold moves have paid off. When compared to the other Johnson & Johnson brands, Neutrogena had an ad recall that was five times the 2016 average, and a lift in product awareness that was 13 times the 2016 average. The company also experienced a big lift in its sales for the Light Therapy Acne mask, which it strongly attributes to its YouTube advertising.
Here are a few of the main ways Neutrogena was able to achieve these results:
The incredible amount of success Neutrogena has had with its digital-first advertising campaign will surely be used as an example by other companies that need to revolutionize the way they reach out to their customers.
For more information about how to develop a smart, strategic video campaign that reaches out to your target audience, contact us today at Spin Creative.