Brand Owner: Johnson & Johnson
Date: March-August 2006
Media Agency: Initiative
Media Owner: Skyrock
Innovation in marketing and media is often focused on younger consumers. Hard to reach, picky about traditional media and highly skeptical about advertising, this group demands something different.
And that's exactly what this campaign from Johnson & Johnson's Neutrogena brand offers them. Aimed at 15- to 24-year-old girls, the idea is to build a strong association between the range of Visibly Clear products and treating young girls' skin problems.
After research showed that girls spend loads of time online and they love to talk about themselves, it launched a branded video blog website, Visibly Pretty. Girls were invited to video themselves talking about their beauty secrets and post it on the site to win prizes.
The use of a new technology, video-blogging, was innovative enough to grab the audience's attention and also fitted with the positioning of Visibly Clear. The brand promise is based on the idea that the products work better than rival offerings because they are more technologically advanced.
As the campaign developed the Visibly Pretty site became less of a brand environment and more "by young girls and for young girls." Visibly Clear benefited by providing the platform.
The consumer-generated and user-controlled content enabled the brand to be associated with discussions about beauty regimes as well as empowering its target audience. This is a relevant use of new technology that clearly chimes.
After only two weeks more than 1,500 videos had been received and nearly 1,000 of them were on the site. Visibly Pretty was the first advertiser site to be voted into the Skyblog Top 20.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc