Neutrogena Mimic Mommy
Delivered mom influencer-produced, branded videos
Campaign created 84% of the conversation on Twitter
Generated 19.3 million impressions from 16 blog posts and more than 850 social media posts
Challenge: Neutrogena wanted to encourage moms to become habitual about applying sunscreen in front of their children, highlighting the fact that kids want to be just like mom, and reinforcing healthy habits like sunscreen protection.
Solution: The Motherhood worked strategically to form a team of influential moms, all of whom were current users of Neutrogena Sun products and passionate about skincare education.
Each mom blogger produced a video that included participation from their children, sharing their best tips and tricks for encouraging healthy habits regarding sunscreen. From sunscreen songs to make it fun for young kids, to simply keeping it by the door as a daily reminder for older kids, each blogger offered practical advice for making Neutrogena sunscreen application a part of everyone’s daily routine.
Results: During the campaign period, more than 84% of the overall conversation on Twitter was a direct result of The Motherhood’s campaign. Overall, the campaign generated more than 19.3 million impressions, resulting from 16 blog posts and more than 850 social media posts on Instagram and other platforms.