Neutrogena Launches First-Ever Photo Flash-Mob to Encourage Fun Under The SunAugust 10th, 2011
Tribal DDB Singapore and J&J Neutrogena Launch Collaborative Project
Tribal DDB and Johnson & Johnson have staged the first-ever photo-mob via popular photo-sharing app Instagram for its Neutrogena Ultra Sheer sun block. The objective: To get youths who enjoy the sun to protect themselves with Neutrogena Ultra Sheer, as it provides up to 3x longer UVA protection*.
But what’s a photo-mob? Think online flash-mob with photos. Photos are uploaded one by one to Instagram. Each photo is a piece of a bigger montage and once completed, it remains online for a specified time then disappears without a trace — like a flash-mob.
The product claim is subtly weaved into the photo-mob campaign right from the start. Three days — that’s the time taken to upload the photos. Three hours — that’s how long the resulting montage remained online.
World-renowned iPhone photographer Chia Aik Beng contributed the photos, which featured miniature figurines at the beach. However the “beach” is really a close-up shot of human skin. A teaser photo was uploaded three days prior to generate interest.
In all, 32 pictures were uploaded, with quirky quotes telling the story of friends going for a day on the beach. At the end of the three days, the has tag #Neutrogena Ultra Sheer was added to the pictures. When users clicked on the hash tag, they were treated to a stunning montage of a “sun”.
To close the loop, a final picture was uploaded with the brand message:
Let your skin have a little more fun in the sun. Neutrogena Ultra Sheer with 3x longer UVQ protection.
The photo-mob, which was launched on 29 July, gathered a total of 6,792 likes and achieved overwhelming positive response from over 500 comments generated. The total amplified reach (total followers) was 856,500. Beyond Instagram, the brand exposure reached an approximate 40,000 people on Twitter.
“We are very pleased to see how the brand’s key message has been weaved into relevant touch points; thus engaging our target audience with an innovative way that sparks rich interactions. The campaign has shown to us the power of organic amplification through earned media,” said Cindra Tsai, Senior Brand Manager for Neutrogena.
Jeff Cheong, Head of Tribal DDB Singapore shared his thoughts on the campaign: “The evolution of social photography app Instagram has boomed over the past one year — youths are constantly sharing photos of their activities via the app. We wanted to create a beautiful impression of people enjoying the sun, while reminding them to stay protected at the same time. As we enter the summer months, more people will be heading to the beach — this serves as a fun way of reminding people to get the best protection while their outdoors with Neutrogena Ultra Sheer.”