Neutrogena
Hutano Launch
In January 2022 Neutrogena announced its latest contribution to the skin health equity discussion, the Neutrogena Heroes of Skin Health Equity initiative:
“More than 68 million BIPOC Americans face disparities in skin health education, access to expertise and product for all skin types and tones, which we at Neutrogena find simply unacceptable.”-Roberto Khoury, general manager of Neutrogena
As part of this Skin Health Equity pledge, Neutrogena became the official sponsor of Hutano, a community platform for Black and Brown skin health.
Brief:
Drive awareness of skin health inequity, Hutano, and the partnership between Neutrogena and Hutano.
Tell compelling and authentic stories throughout February and beyond on TikTok.
Outcome:
Paid Media Performance: 37.6M Video Views, 116K Profile Visits, 38M Impressions
99% net follower growth on the Neutrogena Brand TikTok Channel during the month of the Hutano Launch
Launch Videos
Select Influencer Content
Select Brand Channel Content
We learned that featuring diverse creator stories resonates most with our audience, especially those who followed @neutrogena_us because of the Hutano launch. Below is a sample of some community-focused content made while I was the brand channel creative lead from January 2022 - June 2022.
It was a joy to react to trends and quickly create organic content as a creator, as well .
In my first month as brand channel lead, we achieved the highest amount of monthly organic views.
I also got to flex some motion skills and surprise Neutrogena clients with an accompanying gif sticker collection for social.