PickledEgg promotes launch of
Neutrogena Zit Zapper with spot-on experiential campaign
Visitors to the Neutrogena tour bus pored over this product experience
12th December 2018
By Ricky Knight / Managing Director
Neutrogena’s new acne treatment isn’t actually called Zit Zapper – it’s Neutrogena Visibly Clear® Light Therapy Targeted Acne Spot Treatment – but the name has stuck. And after a PickledEgg experiential campaign, a lot more people are calling it that, and buying it.
Neutrogena wanted an experiential campaign to promote the UK launch of Neutrogena Visibly Clear® Light Therapy Targeted Acne Spot Treatment (aka Neutrogena Zit Zapper!). They wanted to target core audiences in high-footfall locations and engage with consumers, educating them about skincare and how to use the treatment, and form lasting connections with the product and brand.
And this is exactly what we delivered for them.
PickledEgg gets Neutrogena and Superdrug together for skincare experiential event
We created a two-date experiential marketing campaign for Neutrogena, teaming up with beauty care retailer Superdrug to use its you-can’t-miss-it Big Pink Routemaster Bus. We arranged for Neutrogena to take over the Big Pink Bus for two days and take it to Westfield shopping centre in London and the Bull Ring in Birmingham.
To create awareness in the lead-up to the event, and build excitement and buzz around the experience, we plugged into the Superdrug communication and social channels and hired social media influencers, including Anastasia K.
Neutrogena Learn About Skincare zone and Neutrogena Instagram corner hit the spot
For the events, we transformed the upstairs of the Big Pink Bus into the Neutrogena Learn About Skincare zone, where visitors could attend short educational skincare sessions and had the opportunity to meet influencers and get some big-sister or big-brother advice about skincare.
Everyone who attended one of these skincare sessions or met an influencer was given a 50%-off coupon for the Neutrogena Zit Zapper that was redeemable in Superdrug stores. In addition, we attached a small number of Neutrogena Zit Zappers at random to the underside of chairs in the Learn About Skincare zone, so if a visitor sat in a ‘lucky seat’, they went home with one.
Downstairs, we created the Neutrogena Instagram corner, where visitors were given tips on how to take the best flat-lay photos and encouraged to share their flat-lay photos on Instagram using the @NeutrogenaUK tag and the #freeproducts hashtag, and follow @Neutrogena. Visitors who posted content received a Neutrogena sample bag. Also downstairs, visitors could get a free glitter makeover from a make-up artist.
The Neutrogena Zit Zapper experiential campaign was spot on (ahem) – it was really well received by the public, Neutrogena and Superdrug. The tour attracted thousands of visitors over the two days and achieved great social media reach. Overall, it raised awareness, strengthened engagement and increased mindshare, in line with the client’s objectives.