Social-media buzz from Retail & Tech No 81

BW Confidential checks out what is making a splash on social media: Neutrogena’s TikTok approach

US-based skincare brand Neutrogena (Johnson & Johnson) has created a new strategy for social-media platform TikTok that includes an educational campaign as well as a product focus. The brand worked with agency Movers+Shakers for the campaign.

Through the educational campaign, called Skin U, Neutrogena aims to post videos that debunk skincare myths with a science-based approach. After launching Skin U, the brand’s TikTok following grew 582% in one month. 

Skin U featured an interactive approach. First the campaign put out an open call on TikTok asking users to post a video on the platform highlighting their most pressing skincare questions. Neutrogena picked five submissions and the winners were given the opportunity of a one-on-one session with a Neutrogena scientist to ask their question and to become one of the faces of Neutrogena’s TikTok channel. The one-on-one sessions are also available to watch on the brand’s TikTok. 

In addition to Skin U, the brand launched a series of videos focused on products that respond to specific needs. For example, with Hydro Week, Neutrogena posted videos that highlighted the brand’s line Hydro Boost moisturizing line. The week of videos, which featured a handful of popular TikTok creators, garnered two million views. 

Meanwhile, for acne, Neutrogena looked for a way to drive awareness of its acne solutions with a younger generation through an influencer ad campaign that aimed to show that Neutrogena products are easy to use and reliable.

The brand posted a video on TikTok called “IYKYK [If you know you know] Acne edition.” In the post, a creator showcases acne remedies that were trending on TikTok, such as blackhead remover tools and potatoes, and says no to each one. At the end she holds up the brand’s Stubborn Acne AM Treatment Benzoyl Peroxide and says that the product gets rid of the acne-causing bacteria.

Movers+Shakers claims to be one of the first agencies to work on TikTok and has collaborated with a string of beauty brands to launch campaigns for the social-media platform. 

The agency created the #eyeslipsface campaign for US-based beauty brand e.l.f. Cosmetics, which it claims was the most-viral campaign on TikTok, with users contributing five million user-generated videos.

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