Futurecaster

In 2021, Neutrogena has faced a challenging year, both a result of the pandemic and relentless competitive pressures. It was clear we needed to do something different to help acquire new consumers.

Mediabrands Content Studios and the IPG Media Lab worked together to identify the key innovative territories for Neutrogena® Hydro Boost through their propriatery Futurecaster tool. We also noticed that as overall wellness health has gained momentum, food and drink are going functional – and what we put in our bodies is just as important as what we put on our skin.

We collaborated to merge innovation and content and build upon these ideas together. The result was a multi-platform, multi-partner campaign — the first of its kind for Neutrogena.

We led a partnership between Byrdie and Neutrogena to create an omni-channel program that uniquely differentiated Neutrogena Hydro Boost as the catalyst for fueling the hydration conversation across a robust consumer experience. Byrdie developed a month-long live Hydr-ATE calendar that included its resident Editors, Dermatologists, and Holistic Beauty Experts.

The interactive calendar promoted each live stream, promoted the Postmates activation, housed custom and sponsored recipes and was updated weekly throughout the campaigns.

The Byrdie Hydration Calendar surpassed engagement rate benchmarks by 3x with an average time spent of 5 minutes.

Live-streaming program streamed on Twitch featuring gaming influencers sourced through Ader. Byrdie influencers made guest appearances on the Twitch live streams and promoted those on their own social handles to reach a young, tech-savvy audience and represent Neutrogena’s expertise in the space.

With coverage on every major platform, the Neutrogena Hydro Boost product line was successfully showcased to more than 25 million followers, generating upwards of 4.8 million brand impressions.

Each of the participants received a custom branded emote which were extremely well received by their respective audiences who used them more than 1,100 times during the sponsored streams.

Three participants, LuluLuvely, Hafu and Chica each collaborated with a wellness expert from Byrdie to discuss a variety of topics relating to wellness. The sessions lasted approximately 30 to 45 minutes and took place live on the individual talents’ Twitch channels prior to their typical gaming content.

Neutrogena Hydro Boost was also prominently displayed beyond Twitch. There were five YouTube integrations (i.e. 30-60 second mentions of the product line that were slotted into the creator’s traditional YouTube content) and Lulu’s “day in the life” dedicated vlog that featured the products in her morning and night skincare routines

A ghost kitchen activation with Postmates to deliver a skin-health recipe in select cities.

The Neutrogena Hydro Boost Postmates activation was a tremendous success. Eclipsing the estimated impression threshold and selling out in both New York and Los Angeles in under three hours in each location.