View Larger ImageNeutrogena Ultra Sheer: How a little fun in the sun created a lot more protection 
By Tribal DDB Singapore
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
