Today's guest blogger from NYU grad school is Ekaette Edet, a PR professional entwined in the world of high fashion.
Neutrogena is one of my favorite brands not solely because of their remarkable products but because of how they connect with their audience. Neutrogena’s Pink Grapefruit Oil Free Acne Wash line is promoted on television, on-line and in print as a way to engage the brand’s target — young women between the ages of 16-25 who want to fight acne caused by stress. The campaign promotes the pink grapefruit line, which includes body wash, cleansing wipes, facial cleanser, foaming scrub and a cream cleanser.
This campaign is a fully interactive brand experience. Neutrogena has implemented a huge media push online using Facebook and YouTube to connect and engage with young women where they tend to live online. TV ads of the pink grapefruit line air during primetime in programming geared toward the target audience including Pretty Little Liars, Switched At Birth and Teen Wolf. Magazine ads appear in Glamour, Seventeen, and Allure which also attract the right readers.
The creative is great, too. Neutrogena’s campaign for the pink grapefruit line features young female celebrities within the age range of their target audience as brand ambassadors. These include Hayden Panettiere, Vannessa Hudgens, Emma Roberts and Bella Thorne.
These celebrities are shown using the line’s products across all media vehicles. They are role models for the young women who idolize them and see them doing what they do and using the products they use. Having celebrities as the face of this campaign reaches a large audience because of the huge following within the target demographic.
Neutrogena’s campaign is fully integrated. It utilizes dominant media vehicles coupled with celebrity endorsements to promote products and connect with young women — ultimately leading to brand awareness and success of the pink grapefruit line.