Neutrogena Hydro Boost
2018 Q4 | 2019 Q1
Neutrogena Hydro Boost is a well-known and established moisturizing skincare product in the market. However, due to the wide range of offers in the market and fierce competition between brands, a re-push campaign is much needed.
The campaign focused on converting users’ from competitors’ brands to Neutrogena’s Hydro Boost by strengthening
1) TOP-OF-MIND AWARENESS;
And 2) the PRODUCT CREDENTIALS to TRIGGER PRODUCT TRIALS.
Insights
“I apply water lotion to my skin daily to get that lasting ‘honey skin’ look, but come afternoon my skin feels tight and isn’t quenched and flawless.” Therefore, target audience's skin not only needs moisturizing, but also more Lasting Moisture.
Solution: MARATHON MOISTURE 水潤長跑 / 48小時馬拉松保濕
It's a concept good enough to describe what Hydro Boost can provide for consumer. However, it is too product-oriented like many other brands doing in HK Market. It is not the only Moisture product to be present by using “HOURS”.
真正水潤 搽一次就夠
A 48 hours moisture means use once enough for the whole day. Not only needs moisturizing, but also more lasting moisture IN MUCH EASIER WAY. Thus, to strengthen "Hydro Boost" positioning from Ordinary moisture product to the only REAL & EFFECTIVE ONE in HK market by creating LIFESTYLE CATCHPHRASE for Neutrogena Hydro Boost exclusively.
【Neutrogena X 阿SA蔡卓妍】
足本版阿SA保濕日常 Hydro Boost 鎖水補水48小時無間斷
【Neutrogena X 阿SA蔡卓妍】
Hydro Boost 48小時長效保濕力 對抗生活中的馬拉松時刻
【Neutrogena Hydro Boost 真係咁Powerful 咁 Last 得耐?】
阿SA蔡卓妍X MCM莫竣名 保濕度挑戰
Key Visual for Hydro Boost Capsule in Serum x Water Gel
The visual was created based on “真正水潤,搽一次就夠”. A drop of cream starts from the bottom and transforms into water while forming into a water ball surrounding the products.
2019 Q1 Hydro Boost Campaign 學懂保濕2步曲 不再一句激嬲女朋友
【Neutrogena X MCM莫竣名】學懂保濕2步曲 不再一句激嬲女朋友 (認真唔認真篇)
【Neutrogena X MCM莫竣名】學懂保濕2步曲 不再一句激嬲女朋友 (大面篇)
In Q1 Hydro Boost Campaign, we invited Louis Mok (also called MCM) to be our KOL. MCM has owned a warm-hearted boyfriend image in social media, for example The Kirin Beer - From the angle of his girlfriend. This time, we revealed the actual personality of MCM to the audience. In fact, MCM would speaks very honest to his girlfriend and whenever he commented on his girlfriend that could create unexpected crisis. Therefore, Neutrogena shared two scenarios of how MCM could behave in a better way to avoid pissing off his girlfriend.