Neutrogena Anti Stories
Neutrogena Anti Stories
Client:
Neutrogena
Engagement, Data-driven Storytelling
Market leadership was achieved for the first time during the year in the facial cleansers category.
Objective: Emotionally connect with people suffering from skin problems like acne, acne scars, and pimples, by showing empathy and support through a new product, "Anti Acne +".
Challenge: Personal care category focuses on product features and how they are solving physical skin issues. This results in message clutter and harder to position a brand differentiating from others.
Execution:
Analyzed over 25,000 posts from social media, forums, and complaint sites.
Categorized them into 15 different emotions.
By identifying the most common words and emotions expressed, NEUTROGENA created "Anti Stories" that reflected these feelings.
Based on this research, created “Anti Stories”, distributed through digital platforms, search and influencers.
Results:
Video completion rates (VCRs) increased by 33%.
ToMA score increased by 3.2 points to 17.8%.
+4.8 points increase in product trial scores (to 55.3%)
+3.5% increase in market share vs the previous month
Market leadership was achieved for the first time during the year in the facial cleansers category.
Objective: Emotionally connect with people suffering from skin problems like acne, acne scars, and pimples, by showing empathy and support through a new product, "Anti Acne +".
Challenge: Personal care category focuses on product features and how they are solving physical skin issues. This results in message clutter and harder to position a brand differentiating from others.
Execution:
Analyzed over 25,000 posts from social media, forums, and complaint sites.
Categorized them into 15 different emotions.
By identifying the most common words and emotions expressed, NEUTROGENA created "Anti Stories" that reflected these feelings.
Based on this research, created “Anti Stories”, distributed through digital platforms, search and influencers.
Results:
Video completion rates (VCRs) increased by 33%.
ToMA score increased by 3.2 points to 17.8%.
+4.8 points increase in product trial scores (to 55.3%)
+3.5% increase in market share vs the previous month
Market leadership was achieved for the first time during the year in the facial cleansers category.
Objective: Emotionally connect with people suffering from skin problems like acne, acne scars, and pimples, by showing empathy and support through a new product, "Anti Acne +".
Challenge: Personal care category focuses on product features and how they are solving physical skin issues. This results in message clutter and harder to position a brand differentiating from others.
Execution:
Analyzed over 25,000 posts from social media, forums, and complaint sites.
Categorized them into 15 different emotions.
By identifying the most common words and emotions expressed, NEUTROGENA created "Anti Stories" that reflected these feelings.
Based on this research, created “Anti Stories”, distributed through digital platforms, search and influencers.
Results:
Video completion rates (VCRs) increased by 33%.
ToMA score increased by 3.2 points to 17.8%.
+4.8 points increase in product trial scores (to 55.3%)
+3.5% increase in market share vs the previous month
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