J3 | Agency Profile, Contacts, AOR, Client Relationships

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Female Opps: Neutrogena launches TikTok effort

Sales Lead: In an effort to stand out to Gen-Z in the saturated skincare market, Neutrogena worked with dating show alums on a new TikTok initiative.

• Made by Movers + Shakers, the campaign was designed to stress education and ingredients.
• The brand will likely:
  • Continue experimenting with TikTok and influencer efforts
  • Keep increasing digital spend
• Target demographic: 
  • Gen-Z and millennial women

Additional spending insights:

• Broadcast insights (TV ad creative spend)
  • 2021-2022 spend: Refer to this chart for recent national TV spend for top brands.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: Neutrogena spent roughly $45.8m on digital ads last year, 7% more than the roughly $43m spent in 2021.
  • 2022 data: In 2022, the brand earned around 5.5b digital impressions via Instagram (46%), Facebook (39%), desktop video (14%), and desktop display (1%) ads.
• Additional channel insights  
  • The brand utilizes print, OOH, radio, DRTV, Google Ads, and local broadcast.

Additional agency insights:

• Opportunity: Get in touch to see if Neutrogena needs PR, digital analytics, experiential, and/or multicultural assistance.
• Current agency roster:
  • Movers + Shakers: Creative agency partner (at least for this campaign project)
  • Universal McCann: Media agency partner
  • J3: Media agency partner

Insight Sources: Broadcast insights estimated by Kantar.