CAUSE MARKETING CASE STUDY
Neutrogena
THE SITUATION
Neutrogena has long been a pillar of the skincare and wellness space. The brand had recently produced a documentary with Kerry Washington covering the dangers of skin cancer and sun exposure for teens. Now it was time to spread the word and get kids to pay attention.
HOW WE HELPED
Our team reached out to our network of teachers to provide physical and virtual learning kits built around the documentary. Teacher guides featured extension activities designed to engage students on the important topics and make the lessons relatable. Supplementary materials and videos—such as a message from Kerry Washington—were also provided to leverage the star’s influence.
1600
TEACHERS
We helped Neutrogena with their cause marketing campaign by:
- Developing custom content and materials to support the brand’s existing assets
- Coordinating all communication and outreach with schools and teachers
- Handling logistics to ensure kits arrive on time and to the right people
- Measuring KPIs such as likeability of materials, brand perceptions, and likelihood of change in sunscreen use
THE RESULTS
Neutrogena saw great engagement in schools across the country, maximizing the efficacy of existing campaign investments.
- Approximately 100K–125K students viewed the “In The Sun” film
- 85% of teachers said they would participate in the program again
- 86% of teachers said they would recommend this program to other teachers and administrators
- 67% of students agreed the program changed their mindset on the dangers of skin cancer.
- After watching the film, 37% more students were likely to visit a dermatologist
85%
OF TEACHERS SAID THEY WOULD PARTICIPATE AGAIN
67%
OF STUDENTS CHANGED THEIR MINDSET ABOUT SKIN CANCER
Location
ITK Collective Charleston, SC 29403
hello@itkcollective.com
843-285-6282