BUILDING AWARENESS FOR NEUTROGENA
Date night is in full swing at the "Hydro House!"
We teamed up with Neutrogena to launch a reality TV-inspired campaign that gained awareness and consideration for their Hydro Boost Cleanser amongst Zillennials on social.
Ad Age featured this innovative campaign on their homepage and consumers have responded with incredible sentiment, such as “I’ve never stopped to watch an ad all the way through before this one. This is marketing done right.”
The resulting surge in views, likes, media coverage, and engagement showcased the power of creative social thinking and strategic influencer marketing in driving commercial success.
BRAND CHALLENGE
In the 3rd year of our partnership with Neutrogena, the brand came to Movers+Shakers to create a disruptive campaign that would drive awareness and buzz around it’s category-leading product, the Hydro Boost Cleanser.
This is part of Neutrogena’s broader strategy to drive awareness, equity, and consideration with Zillennials.
CREATIVE SOLUTION
What better way to resonate with Zillennials than through reality TV and TikTok?!
With those two mediums in mind, we created “Hydro House,” a reality TV dating show parody. Hydro House merged TikTok creators renowned for reality TV parodies with celebrated reality TV stars in their quest for love—with a cleanser. Over 7 hilarious episodes, the influencers detailed their experiences trying out different cleansers, showing how Neutrogena Hydro Boost always came out on top.
Hydro House gained product awareness in a way that was cheeky, comedic, and fun and, in turn, won the hearts of Zillennials with comments such as "I'm buying everything Neutrogena now."
The campaign led to over 312 million views, 2.4 million engagements, and a substantial lift in sales.
It also gained recognition in various publications, such as Campaign US. It even secured a prominent spot on Ad Age's homepage, demonstrating its undeniable success and resonance with the target audience.
THE BUZZ ON HYDRO HOUSE
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