A new generation of teens is experiencing their first breakouts and is looking for guidance as they enter the skincare category. Problem is, their social networks are flooded with myths and misinformation about acne. The right information for clear skin is out there – but it’s buried in highly clinical sites where teens aren’t looking. As the leader in the category, Neutrogena’s Clear Truth Hub leverages teen’s native digital behaviors to serve up the right information in a way that resonates with them, making it relevant, useful, and sharable.By proactively developing the Clear Truth Hub Neutrogena has truly broken through to an audience notorious for frenetic attention and lack of interest in brands that don’t represent them. To help fill this need state, Neutrogena has gone where other brands have not, and to where teens are, offering relevant and robust information to those that are searching for Acne solutions. Paid media supporting the campaign was focused on engagement and exceeded its most ambitious goals. With this hub, Neutrogena has truly proven that they can and will speak the language of their consumers, lending not only solutions to attain healthy skin but the expertise and insight necessary to do so. Oh, and we got a bunch of views on our GIFs posted on Facebook - 259,471 in one month. The #ClearTruth GIFs have consistently proven to be the most engaging content on the Neutrogena Facebook page, with 351,418 total engagements in November alone. Users’ sentiment has been overwhelmingly positive, resulting in increased earned reach as users share the content and tag their friends in the comments section.
It’s well executed and beautiful. It’s groundbreaking in the category. It’s simple yet elegant and useful. In our modern world, where consumers have the ability to tune out what they aren’t interested in and actively pull down content they are interested in, the Clear Truth Hub breaks through the clutter, connecting consumers with the actual information they need to obtain healthy skin.
