NEUTROGENA SKIN360 APP
Neutrogena is a skin and hair care company known for its innovative niche marketing and, in 2018, introduced an innovative service as well—a facial scanning app to track skin health.
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The N360 app Scans the face to measure skin health, generating a 'Skin 360 Score' to best recommend products to the user. It connects users to a virtual skincare coach, NAIA™, who provides personal skin care guidance on their weekly journey.
As someone who used the app, I found that the scanner tech works extremely well, efficiently, and I was surprised at how well it analyzed my skin.
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However the reality is that it is an app with a 2.8 star rating and poor visibility on the app market. Other issues were that it is buggy with login issues, and hard to track routine or use the habit tracker.
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My quest? To establish app credibility through partnerships, improved ASO, impactful user reviews, and utilizing Neutrogena's strong brand name in order to increase app usage and in-app product sales among men aged 16-30.
The Campaign
First, I established a customer persona to truly understand who our target audience is, and how we reach them
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Men aged 18-25
Familiar with Neutrogena, may have purchased a few products before. He has an inconsistent skin care routine, and wants accessibility and convenience with skincare. He wants to improve his skin health but needs guidance with skin care routine and recommendations.
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For a Campaign Looking to establish credibility, attract app adopters in our target audience, we can look to Influencers in the Skincare/ Fitness and Lifestyle specifically targeting those with heavy male following.
First, @KodiDyel who has 177K followers | 7M total likes | 15% engagement per post
He is a Lifestyle and fitness coach with content about helpful critiques on form, recommendations, and lifestyle improvements
He uses notable hashtags like #motivation #transformation, #teamdyel.
In the mockup- it shows him with a skin care haul of products he was able to order through the Neutrogena app. In the app ‘daily habits’ tracking section users are able to input fitness, nutrition and other aspects of their lives that affect their skin health, so Kodi would be a great ambassador content is about food and taking care of oneself.
The AI NAIA is called a skincare coach so Kodi being a fitness coach as well helps potential activators build a connection between both a fitness coach and a personal skin care coach to aid you in your journey.
Next is @DocDami, who has 3M followers | 74M likes | 22% engagement per post. He is a barber, but his brand is about ‘changing people’s lives’ and ‘biggest glow-ups’ just with hair; if he did a section on hair + face I think it can be an extremely effective campaign! He has a strong male following looking to ‘glow up’ and go through “transformation challenges”
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Last is @DermDoctor, who has an emphasis on dermatology education and debunking dermatology ‘hacks’
He recommends items and services for his followers.
He is actually already a Neutrogena partner and has done a few videos on their products, so he would be a great ambassador for the app and give it as a recommendation for his followers looking for an innovative service to aid them on their skincare journey.
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Each has a considerable following where followers look to them for advice in their respective fields, often introducing innovative products or ways to upkeep their appearance.
Their combined stats equate to total impressions of 3M followers reached!
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Essentially, one of the primary challenges we faced with the Neutrogena Skin 360 app was its low visibility in the marketplace. To address this issue, I worked closely with the digital marketing team to develop a targeted outreach strategy that would raise awareness of the app among our target audience. This included developing targeted ads and partnerships with relevant influencers such as @DocDami and @DermDoc, as well as implementing SEO and PPC campaigns to drive traffic to the app's website and landing pages.
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A 2nd opportunity with the app was through optimization of the app's listing in the app store. This included conducting keyword research to identify the most effective keywords to use in the app's title and description, as well as optimizing the app's visuals and ratings to increase its visibility and appeal to potential users. I targeted N360's unique value proposition of having an 'AI guide' to help one throughout their skincare journey, and thus built a social media campaign around this of having a "skincare coach," akin to one's basketball coach or personal trainer, just for the skin.​
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Overall, my role as a brand marketing strategist on the Neutrogena Skin 360 campaign was to develop and execute a comprehensive strategy that would establish credibility for the app and drive adoption among our target audience. Through a combination of digital marketing and outreach, social media management, and app store optimization, we were able to successfully raise the app's visibility and credibility, ultimately leading to increased adoption among our target audience.
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