Washing one’s face doesn’t convey a lot pleasure.
It’s one of many many mundane duties you tick off the record earlier than leaving the home. But actress Jennifer Garner turned this boring exercise right into a enjoyable one when she enthusiastically splashed water on her face time and time once more in Neutrogena commercials within the early 2000s.
Neutrogena needed to relive a few of that nostalgia with its “Make a Splash” marketing campaign and in addition announce the launch of Hydro Enhance Gel Cleanser for Hydration. Companies CCOM Group and Golin labored with Neutrogena on the 2022 marketing campaign to construct model relevance by hyping up its well-known commercials on their fifteenth anniversary. Neutrogena additionally invited influencers to do their very own model of the splash to foster nostalgia for Millennials and Gen Z shoppers.
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Golin requested if Garner could be taken with taking part within the marketing campaign. Garner, who’s already a Neutrogena ambassador, agreed. The marketing campaign additionally related with influencers and invited them to a Neutrogena pool occasion to advertise its product launch.
The staff was a marketing campaign of the 12 months winner in PR Every day’s Social Media & Digital Awards in June.
Right here’s what you may be taught from the marketing campaign:
Legacy manufacturers can get nostalgic
Neutrogena needed to remind now-grown-up prospects why they cherished the model in highschool.
“It has been recognized for its iconic TV commercials and a part of the long-lasting TV commercials was the splash,” Tommy Sleiman, senior account govt at CCOM Group, informed PR Every day. “They actually had a momentum going within the 2000s.”
Nostalgia advertising and marketing is an enormous deal for Millennials who get pleasure from shopping for issues from yesteryear.
“We actually needed to faucet into that nostalgia so that individuals can join with the model from its origins to keep in mind that Neutrogena is a legacy model,” Sleiman stated.
The splash was not simply haphazard water-throwing. Oh no. There was an artwork to it. Garner would cup her fingers beneath a stream of water, and with closed eyes she dashed the swooshes of water, which rose gracefully and fell onto her face with precision. Everybody needed to rinse their faces like that, even when that meant they made a large number. It was essential for Neutrogena to recapture a few of that magic in that face-washing second.
Neutrogena launched a #MakeASplash contest on TikTok to encourage individuals to make their very own splash and submit them utilizing the hashtag. Contest winners acquired a money prize together with a 12 months’s value of Neutrogena merchandise.
Influencers closed their eyes, leaned in over their counters and unceremoniously threw water throughout their faces (and the ground). Some, with drenched faces and hair, laughed at their makes an attempt.
“There’s water in all places,” nlledoux stated throughout her personal recreation.
“It’s humorous since you see all these shoppers cleaning their faces and making a large number,” Sleiman stated. “And that was the purpose of our marketing campaign – to be very genuine.”
Ultimately, the competition hashtag earned round 9.8 billion views.
Use a wide range of influencers
CCOMGROUP, who handles the Hispanic marketplace for Neutrogena, used Latina actress and mannequin Gaby Espino to affix the splash problem as a part of outreach to this demographic.
“It got here out actually lovely, really,” Sleiman stated.
Sleiman stated that CCOMGROUP picked 13 different influencers to unfold their message for the Latina market; Golin had round 18 extra influencers for the bigger market. The PR staff despatched mailers to those influencers inviting them to take part within the problem.
The mailer impressed a 40% natural posting fee, which exceeded the common posting charges for artistic deliveries by 10%.
The #MakeASplash Latinx influencer community boosted contest participation, reaching 43.9 million impressions.
Sleiman stated a few of their influencers ranged from comedy creators to those that centered on nostalgic content material.
“Usually, for Neutrogena as a science-backed model, we’ve labored with influencers which can be extra magnificence, pores and skin influencers,” Sleiman stated. “However this time we tapped into these influencers that had been capable of converse to completely different subjects and completely different affinities.”
Throw a celebration!
The marketing campaign additionally featured an in-person occasion: Make a Splash Poolside Occasion in Los Angeles. The Y2K-themed occasion had catering and music to take attendees again to the early 2000s. Individuals confirmed up sporting early-2000s apparel (suppose “Clueless” and seashore vibes) and loved throwback arcade video games, era-appropriate makeovers and extra.
“We thought it might be a cool manner of bringing our influencers collectively for one thing with the model for a nostalgia second in actual life,” Sleiman stated.
The lavish occasion had virtually 100 attendees, which resulted in over 229 items of natural social content material and seven.4 million impressions. Neutrogena’s newest product, Hydro Enhance Gel Cleanser for Hydration, was prominently displayed all through the occasion together with in a “Clueless”-themed closet, across the pool and all through high-traffic areas.
“We needed to make it possible for the content material that was coming in may embrace the product someplace, in order that’s why we actually positioned the product in all places we may,” Sleiman stated.
All the occasion was set as much as encourage one of the best social content material by providing partaking, picture and video-friendly actions like dance stations, friendship bracelets, arcade video games and 2000s-inspired make-up.
“It’s actually tapping right into a cultural second that may join together with your viewers and together with your model in probably the most genuine and real manner,” Sleiman stated.
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