Neutrogena
City Proof Your Skin
A regional campaign for Neutrogena Hydro Boost Water Gel. With it's Moisture Sensor Complex, it works with skin barrier to repair damage caused by external aggressors. Target audience is girls who live and work in the city while living in the city means coming face to face with external aggressors every day. The idea of city-proof your skins is to show women that it’s possible to repair the city damage on their skin, and replenish the moisture their skin needs.
This campaign is a social media led campaign that users first learn about how aggressors affect their skins via a science video. It is then followed by a hero video featuring Neutrogena ambassador, Ariel Lin. While we get users to recognise what are the aggressors existed in the environment, 360 view images will be posted on Neutrogena Facebook page for users to spot them.
The entire campaign will be end with a KOL activation. KOL said "YES!" to city challenge by going around the city and getting followers to guess where she is. Engagement with followers helps getting knowledge and education about environmental aggressors, as well as featuring how the product protect her skin.
Hero video
Putting Ariel Lin through a torture test, where she experienced different environmental aggressors across different cities in a room.
Hero video
Facebook's post
Science video
Explanation on how aggressors affect skin and how the product works
Digital Out-Of-Home
A digital billboard that reacts to the environmental aggressors real-time.
Whenever one of the aggressors is going high, there will be a $50 discount on the product.
Key Visual