CLIENT
Johnson & Johnson
Casey Penney, Head of Digital & Innovation, Beauty, Johnson & Johnson
Yoon Kyung Lee, Senior Regional Brand Manager, Johnson & Johnson
AGENCY
Adithya Deepan Armugan, Associate Creative Group Head, DDB Group Singapore
Bettina Feng, Head of Broadcast, DDB Group Singapore
Carlos Palacios, Strategic Planning Director, DDB Group Singapore
Lena Liew, Business Director, DDB Group Singapore
Malhaar Rao, Associate Creative Group Head, DDB Group Singapore
Mei Kit Ng, Project Director, DDB Group Singapore
Naiyen Wang, Regional Business Director, DDB Group Singapore
Thomas Yang, Deputy Executive Creative Director, DDB Group Singapore
SUMMARY
For years, Neutrogena Hydro Boost struggled in Taiwan. The product had not changed in 10 years, and sales were in consecutive decline. With no product innovation, we had to completely innovate how we communicated or risk going totally obsolete. In a category where distribution channels were limited to drugstores and e-commerce and communications were limited to push media, Hydro Boost became the first moisturizer that used real-time data to push out offers during contextually relevant moments, triggering urgency to purchase online and offline, achieving a 66% sales uplift.
