Neutrogena Ultra Sheer: How a little fun in the sun created a lot more protection

By Tribal DDB Singapore

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Neutrogena Ultra Sheer offers 3x longer protection against UVA radiation. To stake this claim amongst the youth, we chose a platform where young opinion leaders connected daily. Working with iphone photographer @AikBengChia, we created an Instagram photo flashmob with the theme:

"Let your skin have a little more fun in the sun"

Tiny figurines were placed on bare skin, and shot to look like people on the beach on a sunny day.

32 unbranded pictures were uploaded over 3 days, telling a story about friends going out for a day in the sun.

Then, the hashtag #Neutrogena_Ultra_Sheer was added to the pictures. To the fans - surprise, the 32 photos now formed a montage that stayed online for just 3 hours - an Instagram flashmob. During this time, popular Singapore blogger @MrBrown amplified reach with his posts and tweets.

To close the loop, a final picture was uploaded with the brand message:
Let your skin have a little more fun in the sun. Neutrogena Ultra Sheer with 3x longer UVA protection.

The campaign was well liked by the public, drawing encouraging results.

Teaser photo:
- Solicited 600 "LIKES" in total
- Generated 76 comments (and emoticons) with 100% positive
- Made it to the Popular page
- Estimated reach of 604,776 Instagram users

32 photos in the upload phase:
- Solicited 5710 "LIKES" in total
- Generated 365 comments (and emoticon) with 100% positive
- 3 of the photos made it to the Popular page
- Estimated reach of 856,500 Instagram users

The final reveal of the montage:
- Solicited 482 "LIKES" in total
- Generated 101 comments (and emoticon) with 100% positive
- Made it to the Popular page
- Estimated reach of 316,187 Instagram users
- Our curated twitter conversation of the final pay off #neutrogena_ultra_sheer reached over 40,000 people

The 32 Instagram photographs were progressively available over the 3 days (27 - 29 July 2011) as they were uploaded. The entire series stayed online for just 3 hours before being permanently deleted.

27 to 29 July 2011



Neutrogena Ultra Sheer: How a little fun in the sun created a lot more protection