Product: Neutrogena - Winter Love
Category: Health & Beauty
Agency: mobilike/Mindshare Turkey
Neutrogena wanted an agency to create an innovative campaign to increase its market share in Turkey. Mindshare’s campaign, "Neutrogena: Winter Love," delivered results by concentrating on promoting Neutrogena for women’s hands, using innovative targeting.
Because Neutrogena is a mature brand in the healthcare sector, its objective was to promote the brand with an innovative campaign. Hands were chosen as the specific focus of the campaign because people do everything with their hands, all the time. The temperature of the hands was associated with the temperature of mobile devices. The campaign targeted women ages 25-45 who had bought a personal care product within the last two months.
Mindshare combined demographic information with the temperature of users’ cell phones and their shopping to history. When temperatures of those consumers’ mobile phones dropped under 10 degrees Celsius, the consumers were reminded via mobile that Neutrogena could protect their hands even at temperatures below what they were already experiencing. The banner ad used in the campaign read: ‘’Your mobile device is below 10 degrees C. Only Neutrogena hand creams can protect your hands.” By combining demographic data with environmental data from phones, Mindshare directed targeted audience activity from online to offline where they could make them purchase.
In the month of January, Neutrogena reached its highest ever market share of 17.8 percent in the hand and body category. More than three million unique users were reached, and there were 5.5 million impressions.