Be content-focused vs. advertising-focused. Always.
We developed a driving purpose to keep Neutrogena Studios genuinely focused on skin health vs. product sales: Reach diverse audiences (AKA everyone!) with educational information and inspire them to action. Our communications approach was twofold. Introduce consumers to Neutrogena Studios and its purpose through targeted placements. Then drive viewership for “In the Sun” through interviews with Kerry Washington and film screenings, including at the Tribeca Film Festival and with 1,600+ middle and high schools in collaboration with We Are Teachers.
We made sure everything surrounding Neutrogena Studios and the film remained on-mission and assembled a board of advisors from various industries to bring unique perspectives and carry through Neutrogena Studios’ purpose in all content. To engage and inspire a younger generation, we helped establish the First Frame™ Program, powered by Ghetto Film School, to empower aspiring Gen Z filmmakers to create short films that align with Neutrogena Studios’ mission.