NEUTROGENA MeDIA STRATEGY
Client: Neutrogena
Problem: In a social media landscape often dominated by unrealistic beauty standards and filtered images, Neutrogena faces the challenge of promoting authentic self-love and body positivity to its target audience of women aged 18-30 while remaining relevant and engaging.
Goal: To leverage National Self-Love Day (February 13th) to launch a social media campaign and contest that encourages users to share their own stories of self-acceptance while using Neutrogena products, thereby increasing brand engagement and reinforcing Neutrogena's commitment to promoting self-love and confidence.
Deliverables: For this media strategy, I created a fake campaign, a media plan, a press release, a media list, and a fictional social media caption.
THE STORY
Neutrogena recognizes the importance of embracing our flaws and loving our imperfections. Neutrogena prides itself on creating skincare and makeup that help people look and feel their best. Neutrogena is celebrating National Self-Love Day in honor of loving ourselves and our flaws. To celebrate, Neutrogena is giving away an all-inclusive paid trip for one to visit Neutrogena headquarters and a spa in Los Angeles, as well as 10 Neutrogena gift baskets valued at over $200. Neutrogena lovers can be entered to win by posting a photo on social media of a time when wearing a Neutrogena product helped them feel their best. Participants should caption the photo with why they love themselves and the hashtag #lovingmyselfwithneutrogena. The grand prize spa trip winner and 10 other gift basket winners will be chosen randomly and notified via direct message.
RELEVANCE
Neutrogena is running a social media campaign and a contest to celebrate loving yourself on National Self-Love Day. Neutrogena recognizes the importance of loving yourself and wants to celebrate feeling your best. Popular culture has been fascinated by self-care, self-love, the no-makeup look, and embracing your flaws. This campaign perfectly fits society's current obsession with self-love by celebrating National Self-Love Day and moments when we feel our best. This story is newsworthy because it is relevant to the current trend of self-love and self-care. The world has exploded with influencers, brands, and products promoting embracing your flaws, self-care, confidence, and love. In a world where social media allows people to compare themselves to others and filter themselves, Neutrogena wants to celebrate authentic self-love. This story also utilizes human interest. Through social media posts, participants will be able to tell their individual and unique stories. Neutrogena hopes to create an impact by sharing stories of self-love and inspiring others to love themselves.
TARGET AUDIENCE
The campaign aims to reach women aged 18-30 who are Neutrogena users and active on social media platforms.
TIMELINE
This event will be taking place on National Self-Love Day on February 13. It will be advertised and take place on Instagram, Facebook, and Twitter. Winners will be chosen and notified via direct message on February 16.
CROSS-MEDIA PROMOTION
Fashion and lifestyle magazines, blogs, and publications would be the best locations for advertisements regarding the contest. Because the contest takes place completely on social media, Neutrogena’s social media accounts would be the best place to promote information regarding the contest. Paid advertisements about the contest as well as unpaid advertisements and posts from Neutrogena, would best spread the information. Neutrogena could pay for ads on Instagram, Facebook, and Twitter, which would direct people who don't follow them to their accounts. Neutrogena will then have information about the contest and self-love stories posted on their account. Neutrogena will also pay influencers to post about why they love themselves and tell their followers about the contest. This form of advertising targets the younger portion of the target demographic.
PRESS RELEASE
SAMPLE EMAIL
Subject: Announcing Neutrogena's Celebration of Self-Love.
Dear Beth,
I recently read your article announcing and reviewing the new skincare line, Selfmade. I really enjoyed your thoughts on focusing on both the mental and physical sides of beauty. Neutrogena similarly wants to focus on and celebrate the mental side of beauty. In honor of National Self-Love Day, Neutrogena is sponsoring a contest to promote self-love and confidence through a social media contest on February 13, which is National Self-Love Day. Participants can enter the contest by posting a photo of a time when wearing a Neutrogena product helped them to feel their best and using the hashtag #lovingmyselfwithneutrogena.
This contest celebrates authenticity, self-love, self-care, and confidence, which are all topics you and your readers also celebrate. Along with announcing the contest, Neutrogena will no longer be retouching their models' images, which you have pushed beauty brands to do for a long time. So, Neutrogena believes you are the perfect person to write about and announce the Loving Myself with Neutrogena campaign.
If you would be interested in covering this contest and campaign, I would be happy to set up a meeting for us to talk and give you more information.
Many Thanks,
Alex Clark
