Neutrogena 2016 Integrated Strategy

________________________________________________
2016 Interagency Integrated Strategy
December 9th, 2015

Agenda
• The Neutrogena Journey
• Framework
• Strategy
• Social deep dive
• Campaign details
• PR recommendation
• Recap
• Next Steps
• Appendix

2015 BH Neutrogena
Media Implementation
July 29th
2016 IMC Kick Off
November19th
• Detailed layout of
implementation
through creative,
media and PR
channels for the BH
(Deep Clean)
Established/Objectives
Where we are today
• Recap of differences
between Neutrogena
and C&C
• Neutrogena brand
business growth goal
• Neutrogena brand
objectives
• 2016 key campaigns
• IMC Update
• Integrated approach
for 2016
• Deep dive on social
Where we are in Neutrogena’s journey…….
2016 Neutrogena
Integrated Strategy
December 9th
Q2 – Q4 tactical plans
February 24th (Tentative )
• Tactical plan review
for Q2 to Q4 2016
(to include
learnings for Q4
media)
Q1 detailed plans with
feedback and KPIs
January 6th
• Tactical plan review
that accounts for all
feedback
• KPI review – holistic
and per channel
2016 Face Care Strategy
Briefing
September 30th
• Global toolkit update
• Brainstorming on
implementation of
IMC locally
• Brand in-going media
plan

Wins in 2015
Moved to a publisher
model
Created new to market
beauty badge
Efficient utilization of limited
resources with 100% digital activity
1 2 3 4
Created partnership with
leading beauty publisher to
create series of videos that
conveyed our key messaging
with how-to’s
Worked with the leading
magazines to create new to
the market credentialing
executions
Brought Cosmo loves
program to the region
Extended our partnership
with DM to obtain greater
learnings for digital outside
of the traditional CTR
First beauty brand to adopt
measurement
Reframed media to be more
strategic based on our
target and budgets. For the
first time adopted only
digital to support VC and
reach our 18%
Continued to lead with testing better
digital measurement

2016 inputs that guided our approach
Competitive
insights
Identify higher order
priority barriers
Guide planning
strategies based on
competitive activity
from the past year
Account for content
that inspires
connection
2016 Planning inputs
Fundamental planning considerations
IMC & Content
Approach Recap
Business review
Consumer inspired
business challenges
Understand state of
affairs to ensure
correct focal areas in
upcoming fiscal
Media learnings from
2015
Help guide choices
based on past
activities
1 2 3 4 5

State of the business
Business1
Business Marketing Communications
Grow Neutrogena Face Care
business to $22.4M (+19.1%)
Recruit 5% of women in Middle East aged 19-35
by switching her from bar soap into Neutrogena
liquid cleanser. Increase purchase intent by
driving purchase of 1.5 products a year
irrespective of her skin type (acne or normal
skin) by showing her ‘what’s possible’ for her
skin and her life
Deep Clean:
• Disrupt OEs mindset by taking cleansing
from a basic hygiene perspective and
elevating the role of cleansing into their
beauty rituals
• Showcase Neutrogena as a gentle and
effective to use product in our OEs daily
morning beauty routine
Visibly Clear:
• Educate the OE on the Neutrogena acne
range showing there’s a right product for her
based on her skin type
• Neutrogena’s equity currently exists in the facial cleansing category at the moment with 18.5% of the market share
• Penetration levels of facial cleanser in KSA is at 18%
• The brand is starting to support its make up removal range through media with an packaging upgrade. The brand wants to own the face care category with the Deep Clean facial cleansing
range winning with an established morning beauty routine and Deep Clean make-up removal range for Night Routine
• Launch of Global IMC for 2016 with the platform ‘See What’s Possible’ in May
• Ranking high on Brand Power, dermatologists are seen as part of a slightly bigger driver in KSA (Adult skincare mega brand study 2013)
• Key markets continue to be KSA, UAE, and Kuwait (in priority order)
Source: Neutrogena 2016 Media brief
Media
Deep Clean:
• Drive education on the importance of using
a facial cleanser vs. soap bars
• Drive awareness on range for normal skin
Visibly Clear:
• Grow category by driving trial through
awareness
Brand Objectives

Our optimistic explorer archetype
My cultural
landscape continues
to change
Exposure of western
culture now means to
deal with two worlds
I have high personal
& appearance
standards
She is the get-it-done
kind of woman. She is
deliberate, disciplined,
and driven.
Beauty my passion
Willing to invest time &
money in beauty
Consumer knowledge2
I set my own rules
Considered the go to
person among her circle

Staying connected to what matters
• Uses media to stay up-to-date,
informed and immersed in passion
areas (in particular beauty)
Content source usage
• Heavy internet user – avid researcher,
shares her opinion on beauty products
• Light magazine reader – “go to” source
latest on trends and “must know beauty
and fashion”
• Medium to heavy TV viewer – informative
entertainment
Digitally savvy consumer
• Digital integrated into everyday life
• Uses mobile to be informed with the latest
@ shelf
• Connected to social network real-time
advice
Consumer knowledge2
Content reasoning
Our optimistic explorer connection behavior
Mobile/technology profile Content source usage

Driving education and awareness for a beauty junkie barricaded by soap usage
Consumer Challenges2
Product/Range Brand Desired Behavior
Deep Clean Facial
Cleanser
Get the optimistic explorer to switch from bar soaps to facial cleansers for
a healthier morning beauty routine (not part of beauty routine)
Deep Clean Make-up
Removal Range
Get the optimistic explorer to switch from her current routine (includes
soaps) to try Neutrogena’s make-up removal range as part of their night
routine (not part of beauty routine)
Visibly Clear Facial
Cleanser Range
Get our problem prone optimistic explorer to see the Visibly Clear range
as the more than a treatment solution but can help in the prevention of
her skin issues (change frequency)
Translation
RELEVANCY: Address the
deeper trial root barrier of
lifestyle and performance
thru IO based
content/product needs (treat
the problem not the system)
RELEVANCY - LIFESTYLE
CHANGE
RELEVANCY –
PERFORMANCE/SUPERIORITY

Pulse on the local competitive scene in 2015
Face care level of investment Digital Investments
Megabrands increased their spend across all categories in 2015 vs. 2014 such as:
Dabur, F&L, Olay, Garnier, Pond’s and Nivea
Facial cleansing overthrew face fairness in 2015, to rank as the #1 most invested in
Segment gaining 61% of the SOE. Increase driven by Dabur, Himalaya and F&L
Fair & Lovely launched their new facial cleansing range, with
minimal support for face fairness
Nivea remains the only brand to support makeup removal
‘ Double Effect’. Increased the makeup remover and wipes
segment’s share up to 6% vs. 4% last year
Implication: Facial cleansing media investment has grown by 178% in 2015
creating a need for Neutrogena to be more aggressive with its media support to out
shout competition
Garnier, Fair & Lovely and Nivea were the main players from our competitive set
in digital investment for 2015
Garnier supports their BB cream on digital through
YouTube only, mirroring their TV activity and driving further
incremental reach.
Fair & Lovely provided no support for their facial cleansing
range. Instead, focused on face fairness with minimal support
on YouTube. Video promoted was created with a dermatologist
and specifically created for digital distribution
Nivea supports ‘Double Effect’ only on digital. Mainly
supporting their Makeup Series with Asma Lotah on YouTube.
Activity was heightened in November to support beauty week.
Implication: Facial cleansing brands in the digital sphere are currently targeting a
younger audience with their creative messaging while supporting offline activity for a
higher reach calling for aggressive Neutrogena online presence
Competitive Insights3
Source: Statex & OOX monitor 2015 (Data from competitive shared on 16/11/2015)

Creative outlook on competition 2015
Source: Statex Adview 2015
Product: :DermoViva Facial Cleansers
Channel: TVC ads + bumpers
Market: Pan Arab
Claim:
• Balanced skin tone
• Radiant complexion
• Gives you back your natural beauty
Product: :Himalay Facial Wash
Channel: TVC ads + bumpers
Market: Pan Arab
Claim:
• With Tumeric

Facebook
Nivea 1.3M
L’Oreal 531K
Garnier 437K
Himalaya 388K
Olay 284K
Neutrogena 275K
Pond’s 215K
Fair & Lovely 198K
Twitter
Himalaya 6.7K
Pond’s 3.3K
Olay 858
Fair & Lovely -
Garnier -
Nivea -
Neutrogena -
L’Oreal -
Instagram
Garnier 7K
Himalaya 2.4K
Ponds 2.3K
Neutrogena -
Fair & Lovely -
Olay -
Nivea -
L’Oreal -
YouTube
L’Oreal 18.2M
Nivea 18.4M
Olay 14.7M
Garnier 10.4M
Fair & Lovely 6.6M
Neutrogena 5.7M
Ponds 5.6M
Himalaya 853K
Social competitive presence
Driving social chatter
Garnier announced on Nov 18th their skincare ambassador; the Kuwaiti actress Haya Abd Al Salam. Garnier teased their audience, then announced their
partnership with Haya creating social buzz around it.
Fair & Lovely remains inactive across social with few posts and videos posted every few months. Further proving that F&L is still more focused on the traditi
onal thinking across media.
Nivea’s activity on Facebook focused on their makeup removal range with a web series featuring the makeup artist Hamda Lota. Tone of voice: friendly
Implication: Social platforms remain key when launching and announcing new news, emphasizing key partnerships, and creating an ecosystem for the
brand . Offline and online campaigns served as an social activation model for so many of the brands, which looped back to creating an holistic
campaign approach.
Source: Desktop research – December 2015

Looking ahead by observing global beauty brand behavior Competitive Insights3
Top Talent
e.g. celebrities, influencers, it girls
Own product evaluations destinations
featuring how-to’s and tips
e.g. I love Makeup by Estee Lauder
From runway to pop-culture relevant
e.g. Star Wars makeup line by COVERGIRL and Charlotte
Olympia X MAC Cosmetics
Technology
e.g. L'Oréal Paris makeup and color genius and Modiface –
Sephora and COVERGIRL
Usage of gatekeeping credentials
e.g. I love Makeup by Estee Lauder
And hairstyle.com by L’Oreal USA
Equity
e.g. Glamour Women of Worth by L'Oréal Paris and MAKERS by
Simple
Source: WWD, L’Oreal.com, iloveup.com, covergirl.com, simple.co.UK, Adage, L2

15
Inspiration
Level
Humanitarian
Self-Accomplishment
Celebrates Enables
InvolvementLevel
Walmart
Pantene
Against Labels
England Sport
This girl can
x x
x
The one with the least clutter, that fits with our brand personality
Our edge vs. them:
- It is not about overcoming obstacles and stereotypes, rewriting the rules/defying the odds
- It is more about (What else?)- Pursuing passion- and how can you go after it? (Focus on positive
not negative)
Overcoming Obstacles Achievement Driven
Color Codes
Local Global
L’Oreal
UNESCO
L’Oreal
Women of
worth
Philadelphia
Spread some
inspiration
Gucci
Chime for
change
Ram Trucks
Courage Inside
Braun
Break Free
Dove
Real Beauty
Covergirl
Girls Can
Under Armour
I will what I want
Olay
Best Beautiful for
life
Revlon
Choices
Always
Like a girl
TED TALKS+ Confidence Summit

MOMENT
BRAND OBJECTIVES
Putting my plan into action --- Preparing for 1st impressions in the adult world Building my Personal Brand – putting my best self forward
PRODUCT SUPPORT
Visibly Clear Range (medicated wash) Deep Clean Range (wash and makeup remover)
Recruit 5% of women in Middle East aged 19-35 to switch from bar soap into Neutrogena liquid cleanser and buy 1.5 products a year
LOCAL BUSINESS OBJECTIVES
IMC principals for 2016
IMC/Content4
BARRIER
Inexperience, lack of stimulus, lack of knowledge/understanding Lack of category relevance and category noise and product confusion
KEY INFLUENCERS TOUCHPOINTS
Online videos, mobile, social media, vlogger partnerships, in-store, samples, magazines, Online video, TV (e.g. Style and Entertainment tonight), mobile, display, social media,
vlogger partnerships, magazines (e.g. advertorials)
Connect with her emotionally by helping her put her best face forward so they can achieve their dreams
Recruit new user by elevating the importance of cleansing as the 1st step in beauty by
leveraging our expertise – in the AM and PM
Drive frequency with medicated users for everyday usage by showing our superiority that we do
really deliver results
HANDOUT

Content Opportunity
Be part of content that she cares about to generate
conversations about the brand. Be the brand that allows her to
BE the expert in beauty.
Content Consumer Mindset
Heavily invested in the beauty category. She has no compromise
and knows what she wants. She looks for content that fuel her
expertise and give her something to say. As a beauty expert, she
is always up to date with the latest trends.
Our Content Interaction
Provide a strong and inspiring point of view about beauty that
speaks directly to her. Build a stronger link that we are THE beauty
experts. We never compromise (AND not the OR).
Content Strategy:
Provide content that drives relevancy to step-change her current perceptions while also fueling her beauty badge status
See What’s Possible
Summary of our on-going content approach
Putting my plan into action (VC)
Preparing for 1st impressions in the adult world
Building my personal brand (DC)
Putting my best self forward
Smart is beautiful
What we provide
Beauty tools that don’t comprise
Big day occasions
(e.g. first day at university)
Inspirational, utility, lifestage
Translation in
path to purchase Passive (inspirational) Trigger (lifestage) Active/purchase (utility)
Content themes
Content Pillars
IMC/Content4
Transition occasions
(e.g. university to working woman)
HANDOUT

Media learnings6
Learnings from 2015 media
TV Content Digital Social
• Creative messaging using short
5” disruptive edits for the first
time with Neutrogena
increasing reach
• Mix of edits along with tapping
into frequency building
channels
• Heavy sponsorships seen by
competitive brands across
popular shows such as Kalaam
Nawaem, Morning Show and
Reality Shows
• High engagement and
viewership along with an
increase of followers + fans
seen with the seeding of tailor
made video content
• Content with high production
value performed better in
terms of # of views
• Positive feedback seen with
subtle integration of product
as opposed to when product
was brought to the forefront
• Viewers were eager to take
part in social conversations
during the release of the
videos
• An increase of 200% in # of
followers on YouTube with paid
support coming from in-stream
and in-display ads
• Shahid Ramadan campaign
turned heads with a CTR of
1.23% against a 0.10%
benchmark due to innovative
creative
• High CTR of 1.8% noted on
disruptive 5” for Deep Clean
bumper ads due to its
disruptive messaging
• Increase in metrics of brand
recall (7.6%) and favorability
(7 out of 10 aware of
Neutrogena seen with
investment on digital display
with engaging creatives
• A significant amount of unique
actions/engagements were due
to the brand’s Blogger How To
Video promotions March – July
•
• UAE costs nearly double the
amount per engagement, as
the remainder of the GCC.
• This is the case across all
digital channels, as the UAE has
a varied audience (keeping in
mind large expat populations)
• Posts such as the 17th of
August, had the highest
engagement rate (for a non-
video post), as it encouraged
re-engagement from the social
users (6.45%)

Media learnings6
Implications moving forward from 2015 media
TV Content Digital Social
• Creative rotation of ad copies
is necessary in order to ensure
TOM and interest of the viewer
in the brand message
• Opportunity to own genre of TV
shows via sponsorships as
currently no brand has made a
mark on TV
• Given the content hungry
nature of our OE, it is
necessary for Neutrogena to
continue creating content and
be seen as partner in the OE’s
beauty journey
• Ensuring quality in production
value to captivate viewer
interest
• Neutrogena should steer away
from excessive branding in
videos as our audience isn’t
very receptive to it
• Establish YouTube as a regular
content created to keep the
platform alive and engaged
with viewers
• Creation of further innovative
ads such as Shahid to educate
consumers through
entertainment
• Using short edits on VOD
platforms to capitalizing on
viewer attention span and
garner intrigue
• Always on digital presence
with enhanced creative
rotation required in order to
create relevance as a beauty
brand with the OE
• Recommendation based on the
evolvement of content and the
needed expansion of
Neutrogena’s audience, a 85
(engagement)/15 (acquisition)
percentage split is
recommended at least within
the first quarter
• With continuous optimizations
of the split between
acquisition and engagement
thereafter
• Creation of mixed format
content, blogger work as it’s
own pillar, and larger emphasis
on non-branded content that
can still relate back to the
brand.

Recap of the 2016 inputs that guided our approach
Competitive
insights
Need to establish on
Neutrogena as a relevant
beauty brand for our OE
as part of her lifestyle,
ultimately driving
performance
Face Care brands focusing
on facial cleansing as an
investment category
High relevance being placed
on branded social
newsfeeds + mass portals
to reach audience
Women empowerment a hot
topic with brands such as
L’Oreal
Creation of Global platform
‘See What’s Possible’ to be
launched in May 2015
Capitalizing on moments of
‘Putting my plan into action’
& ‘Building my personal
brand’ in a timely localized
manner
2016 Planning inputs
Fundamental planning considerations
IMC RecapBusiness review
Consumer inspired
business challenges
Neutrogena’s equity
currently exists in the
facial cleansing category
with an established brand
power at the moment with
18.5% of the market
share. This gives the
brand an opportunity to
increase penetration in
the market through trial
and sampling
Media learnings from
2015
Creative rotation of ad
copies on all media is
necessary to keep the
consumer interested
Content needs to created
specifically for the OE,
keeping in mind her
perception of Neutrogena
and her receptiveness to
branding
Always on digital presence
with substantial investment
1 2 3 4 5

Creating a world where smart is beautiful
Neutrogena’s Brand Promise
We bring clever, compromise-
free, asterisk-free solutions
for healthy, beautiful skin
that respect a woman’s face,
body and mind.
Neutrogena’s Vision
We bring clever, compromise-
free, asterisk-free solutions for
healthy, beautiful skin that
respects a woman’s face, body
and mind. At Neutrogena, our
job is to help everyone woman
put her best face forward as
she pursues her dreams.

Our role is to inspire our audience to see what’s possible via
content tailored storytelling

Our guiding mantras for 2016 across all channels…..
Act like a beauty brand Trendsetter
Inspire
Inspiration
To provide To bring the higher linkage of beauty and
Neutrogena
To be the innovator that she craves for and
fuel her persona
To be the facilitator of her
aspirations

How will we bring these principles to life across channels?
01
02 Bringing the latest trends and giving her something to talk about
• Interacting with her through cutting edge tech innovations to kick start conversations and
drive engagement
03
To be the first thought when she is asked about beauty
• Be present and building partnerships within THE most coveted beauty destinations
• Build strong ties with THE beauty influencers across the region
• Carefully choosing premium placements that elevate our exposure
Be the brand that enables her to defy the odds
• Provide her with the right platforms to awaken the sleeping desire within her to achieve
self accomplishment

We are moving to a new pond
by entering the beauty
category (as opposed to the
medical category)
The attention of our audience
(KSA women are the most
impatient in the world and
have an attention span of 7
seconds)
We are becoming a smaller
fish in a bigger pond (by
competing in a much larger
and more aggressive market)
Three factors in our approach

Play
NEW
Play
WISE
Play
BIG
So we need to…

We do this in four key ways
Hyper targeted Attention grabbing
Make every
impression count
Authoritative

And this translates across our whole digital ecosystem
Smart use of data sources
to target moments and
deliver sequential
messaging to her across
platforms
Own the first
three seconds of her time,
whenever and wherever
she is
Media effectiveness through
data-led buying and
viewable impressions
Authority through content,
buying strategy and search
Hyper targeted Attention grabbingMake every impression count Authoritative

Hypertargeting is the intellectual way to make us beautiful
Embrace mobile targeting as
part of our marketing mix
Programmatic allows us to
target moments and tell
stories
Retarget across channels
through programmatic
Effective keyword planning
in SEO and PPC

Making every impression count to be the clever brand
Media effectiveness through
data-led buying and
retargeting leading to less
wastage and more value
Buying viewable
impressions
Effective keyword planning
in SEO and PPC
Altering our PPC strategy as
our SEO improves

Own the first three seconds
Social video catering to the
first three/thirty seconds
OLV fully optimised for
platform and device Engaging rich media
Effective Search targeting
and copyViewability Digital innovation

Get our optimistic explorer to follow our lead
Authority through content
(TED, new website, social)
Driving authority for Google
from SEO perspective
Engaging rich media bought
across premium titles
Authority through
innovation

Owned Earned: Mentions,
conversation &
sharing
Paid
Shared:
Co-created
content
Optimistic
Explorer
Contextual, timely
& relevant (data)
Devices
CONTENT
And these principles are brought to life through the POES model

Neutrogena’s 2016 Umbrella
Deep Clean
Building my personal brand (DC)
Putting my best self forward
Visibly Clear
Putting my plan into action (VC)
Preparing for 1st impressions in the adult world
Neutrogena’s 2016 Brand Focus
TV Print Display Online
Video Mobile Content
Creation Research Influencer Social
Owned Properties:
Media:
Communication objectives:
Recruit via relevance in her lifestyle to choose face wash vs. soap in key timings - AM or PM ( deep clean)
Drive frequency via performance on superiority to use to treat and prevent (Visibly Clear range)
Website: Brand knowledge bank
YouTube: Engaging community tool
Facebook: Conversation starter and facilitator
Instagram: Real-time visual inspiration aggregator

Engaging community tool
Utility, entertainment, and behind the scenes destination
Engagement
Trusted peer
Expert friend
Optimistic Explorer looking for beauty content
Owned/Earned/Paid
Inspirational, entertaining , behind the scenes videos
Time spent with content, view rate
“I go to Neutrogena’s YouTube page to be inspired, entertained
and view the latest on beauty”
Taim AlFalasi mini blog video
1x a quarter
YouTube
Brand knowledge bank
Brand an d product resource hub
Resource hub
Trusted
Expert and educational
Optimistic Explorer looking for Neutrogena information
Owned
Product and category functional text, images, and video
Time spent with content
“Neutrogena is THE beauty authority that provides me with the
face care products I need”
Deep Clean facial cleanser ingredients and review
Always on
Website
Role
Objective
Primary Activity
Tone
Personality
Primary Target
Media Type
Primary KPIs
Desired Behavior
Formats
Frequency
Example of what content
can be found
Role of Owned Content Channels 2016

Real-time visual inspiration aggregator
Visually storytelling and inspiration
Engagement
Bitesized and visual appealing
Expert + trendsetter friend
Optimistic Explorer looking for visual inspiration
Owned/Earned/Paid
Inspirational, entertaining , behind the scenes images and short
videos in real-time
Likes/comments/shares/
Engagement
“ I go to the Neutrogena’s instagram to get inspired in beauty and
even steal some of their tips”
Behind the scenes of the TVC shoot for Hydroboost image and
video
3x a week
Instagram
Conversation starter and facilitator
Build a community on a personal level
Interaction for Neutrogena fans
Personal and bitesized
Trusted ally
Optimistic Explorer looking for peer interaction
Owned/Earned/Paid
Photos, quotes, short-form videos, BTS, challenges
Likes/comments/shares/
Engagement
“Neutrogena talks to me one-on-one. I go to the Neutrogena page
to learn more about my ideal skincare ritual”
Tip on how to keep your skin fresh during Ramadan
2-3x a week
Facebook
Role
Objective
Primary Activity
Tone
Personality
Primary Target
Media Type
Primary KPIs
Desired Behavior
Formats
Frequency
Example of what content
can be found
NEW!
Role of Owned Content Channels 2016

Brand
Objective
Recruit new user by elevating the
importance of cleansing as the 1st step in
beauty by leveraging our expertise – in
the AM and PM
Visibly Clears: Drive frequency with medicated users for everyday usage by showing our superiority that we do really deliver results
Imperatives RELEVANCY ( Lifestyle & Performance) RELEVANCY ( Lifestyle & Performance) RELEVANCY ( Lifestyle & Performance) RELEVANCY ( Lifestyle & Performance)
Channels
TV/Print/Display/Mobile/OLV/
Content Partnership
+Social & Search
TV/Display/Mobile/OLV/
Content Partnership
+Social & Search
Display/Mobile/OLV/
Content Partnership
+Social & Search
TV/Display/Mobile/OLV/
Content Partnership
+Social & Search
Placement
Approach
• Contextually relevant
• Connection with purchase
opportunities + promotions (beauty
week)
• Build community driving advocacy
• Capitalize on innovation pushing
product superiority
week)
• Capitalize on content partnership +
innovation
opportunities
innovation
week)
innovation
2016 Media Architecture
Q1 Q2 Q3 Q4
HANDOUT

D
We will measure our campaign using the DEEP method of KPI setting
Audience Verification
Viewability
Reach / Frequency
Duplicated Reach
Ad Views
Click-Thru Rates
Completion Rates
Site Visits
Social Actions
Ad Recall
Brand Perceptions
Purchase Intent
Regular Converseon Reports
Brand Health Trackers
Social Competitive Audits
Sales
Purchase
Behaviours
Monthly market share
Campaign sales figures
In-store promotion reports
E E P
ENGAGEMENTSDELIVERY EQUITY PURCHASES
Working together to understand our performance for our vision

Brand Promise… Become A source of
information that empowers women to be
their best selves. As well as provide the
inspiration to take over their world, one
step at a time!
Therefore…
Mission… Encourage young women to enable a routine
that enhances their beauty both inside and out by
providing experiences that continually allow them to be
awesome.
Social Media Mission Statement

2015
2016
2017
274, 848 fans
(93% growth)
3,832 subscribers
5,749,632 views
Our social footprint…..

PROS:
Every tweet goes to your followers. On Facebook, each post you make
only goes out to some of your fans because of Facebook’s algorithm.
CONS:
Twitter is not ideal for visual content. Twitter is mostly text based.
(Even so, tweets that include a link to a photo have t wice the
engagement of tweets without a photo.)
IS IT RIGHT FOR THE BRAND?
NO, Many brands within the region use it to not only have open
conversations with social users but also as an extension if their
customer service. This something the brand would need to explore
before going that route.
PROS:
Snapchat ads are perfectly suited for digital natives who prefer
instant engagement. It’s also an opt-in platform, which means it must
be entertaining and engaging enough for users to want to receive it,
CONS:
Unless the brand offers something appealing, users won't likely care
for 'push' marketing. When Snapchat ad formats roll out, they will
offer little-to-zero data-driven targeting capabilities due to the
posting and quick deleting of users short form video snippets.
Instagram our latest addition to acting like a beauty brand
YES, However, it is important to keep in mind Instagram is not for the use
stock photos. Creating original content would be avenue the brand would have
to thoroughly explore and require a separate posting strategy and creative
direction from both the brand and it’s agency partner.
.
No, Snapchat allows for creative freedom on both a brand and personal level.
If factors such as adverse events, creative factors, and freedom of speech are
concerns, then this is not a channel worth exploring. It also important to keep
in mind that just like Instagram original content for the platform would have
to be continually created.
PROS:
Images and videos encourage users to like, comment and share
their own content. Limited advertising. Only big brands can afford
Instagram advertisements. Created specifically for mobile devices.
Consumers now spend 39% of their time on the Internet via
smartphones.
CONS:
Limited advertising. Only big brands can afford Instagram
advertisements. Limited integration capabilities with other social
media networks.

To achieve our objectives, the social media plan has been translated into three
components:

Strategic Components Guiding Us
Encourage Young Women To Enable A Routine
That Enhances Their Beauty Both Inside And
Out By Providing Experiences That Continually
Allow Them To Be Awesome.
Create A Social Sentiment For Neutrogena
Pages As The Go To For Beauty Routine Best
Practices.
Increase Fan Acquisition And Increase
Engagement Around The Neutrogena’s
Moments That Matter.
Create Social Value
Create Content For Young
Women Within The Newsfeed Listen And Measure
Reach
1,312,000 - 13,566,000
New Fans Acquired
for 2016
10% – 20%
Increase Engagement Rate to 5% - 6%
KPI’sJourney

January February March April May June July August September October November December
Power Periods In THE BRAND Always On Facebook Activity:
• Tremendous growth in acquisition for by 66% from April to date, and 93% from January 1 to date.
Other Months Of The Year Include:
• Always On Activity Focusing Mainly On Maintain Consistent Engagement Rate (averaged at 5% ) And Fan Growth.
• Recent Amendment In Facebook Paid Media Strategy From April Onwards Focuses Mainly On Reach And Engagement Via The Brand’s 55%/45%
• Recommendation based on the evolvement of content and the needed expansion of Neutrogena’s audience, a 85 (engagement)/15
(acquisition) percentage split is recommended at least within the first quarter, with continuous optimizations of the split between acquisition
and engagement thereafter.
Increase in fan base on the page by
66% since taking over the page in
April and 93% since January 1
Up to 637,143 unique
engagements through Facebook
both acquisition, page posts, and
video promotions
Cost per click for PPA for the brand
went from 0.10 (April) to 0.06 cents
(Nov/Dec), therefore decreasing the
cost of engagement by 40%
Blogger How To Video’s acquired
348,291
video views
(March to July activity)
Always On Activity In 2015 Resulted In:
Learning's On The The Brand’s Social Activity

Social Value Proposition
Build a social sentiment for young
women based on the understanding
that continually looking for
experiences/content that inspires,
expand her thinking.
Encourage young women to enable
a routine that enhances their beauty
both inside and out by providing
experiences that continually allow
them to be awesome.
Content that edutains young women
and provides them trends/information
that gives them something new to say
and therefore learn.
Social Media Mission
Statement
Understanding
Their Needs
Social Value Proposition
Value Exchange Is Fueled By:
§ Engagement And Two Conversation Neutrogena and Young Women
§ Optimization Of High Performing Content Based Paid Media Learning’s

Social Brand Persona
The Social Brand Persona should be the embodiment of Neutrogena’s brand essence, and place content for young woman are at the
center. This will reflect the target audience Neutrogena is trying to reach with our communication.
Tone Of Voice
THOUGHT PROVOKING AND PERSONAL
We want young women to feel they are
being handled by a friendly and
personable individual, and not a robot,
while always maintaining a sober and
professional tone.
Engagement Style
FRIENDLY AND PROACTIVE
All interactions are handled with the ambition
of being the world’s best service provider in
mind, and we proactively engage with and
deliver content to people when the opportunity
arises.
Key Words
Radiate, Routine, Experiment,
Adventure, Explorer, First Times,
First Impression, How To,
Fashionista

Our Personality & Imagery
Needs to note the purpose behind the
imagery, and how it aligns with the persona
of the optimistic explorer.
The more natural it looks,
the more natural it feels.

How To’s? Lifestyle Routine
Product
Centric
Topics fall under the following buckets
ContentPillarsContentTopics
PUTTING MY BEST SELF FORWARD
Deep Clean & Hydroboost
PREPARING FOR 1ST IMPRESSIONS
IN THE WORLD
Visibly Clear
Love It Or
Scrub It
The Front Row
A Look We Like
What’s In
My Bag
The WanderLust
Tech Hacks
For Her
Neutrogena's Three Content Pillars

The Two Content Pillars Will
Guide And Inspire Content
Creation…
As Well As Continually Remind Us That
Content Is King!

The style is very light, motivational, positive and very airy. She’s mature and knows how to get what
she wants and it shows.
Facebook - Image Do’s

We don’t have any posing, looking directly at the camera,
studio photography. We also don’t cover activities that require a
lot of time. She’s a go getter and all about life.
Facebook – Image Don’t’s

WHAT IS THE BEST PRACTICE
FOR INSTAGRAM?

Instagram is a platform that is built on users posting
artistic-looking photos of their life through this format.
We want Neutrogena to be that girl who wants to share
with the world her whereabouts, her passions, her food,
her interests & her routines.
--
The photography on Instagram is more from the eyes of
the Neutrogena girl rather than Facebook where it’s
purely brand.
Instagram idea

Instagram idea – Content Examples

Reference style
Instagram idea - What’s in your bag?
We want to target bloggers
who we will include in our
inner circle where each time
it’s a different girl, showing us
a glimpse into what she packs
for the day, be it for an event,
for a night out or for an
adventure. This can grow
where we ask the fans to show
us what’s in their bag
and tag us.

The Neutrogena girl is a go getter who is always on the lookout
for new things, experimenting and eating healthy.
--
This will be a section where there will be quick 15 minute
recipes which doesn’t involve cooking, it’s raw ingredients.
--
This can grow by asking the fans to send in their snack recipe.
Instagram idea - Bite size tips
Reference style

The Neutrogena girl is an adventurous one
who loves to experience, see and do more
with her life.
--
She is very active and we can ask fans what
their adventure is and tag a friend for a
chance to be sent on one.
Reference style
Instagram idea -
Taking life by the horns

Social Paid Media Reporting Dashboard

Bringing Product Superiority to the forefront with an always on Vlogger Program
Taim Al Falasi Dalal Al Doub Ola Farahat Sondos AlQattan
Creating a Vlogger Program using a mix of our most popular vloggers in the beauty realm and Neutrogena’s Inner Circle to
push on product superiority in moment of 1st impressions that matter
Pore &
Shine
Spot
Stress
Contro
Pink
Grape
fruit
Vloggers: Reach based (priority
KSA, UAE, Kuwait)
Inner Circle: Frequency based
8 videos (estimated)
- 4 integration (How to’s)
- 4 thematic (lifestyle)
Usage rights for minimum 1 year to use across our owned properties
Short form content for social
created by additional
Inner Circle members
Note: # of videos and social elements estimated as formal brief has not been shared with supplier
Oil
Free
Acne

Amplifying Vlogger Program with paid digital support to reach the right audience
at the right time
Targeting our OE while she is consuming her
much loved beauty content with in-display ads
Further tapping into her most searched
keywords for an optimized SEO base
Retargeting viewers of our videos to ensure
they don’t miss out on our latest content
YT cards and companion banners will also run
with our videos to drive further education of
each of the variant
Editing our long form videos to short 30” & 15”
social friendly edits for promotion
Additionally creating content specifically privy
to the Vlogger Program, based on our other
Inner Circle members
Posts & Vines created by the Inner Circle
members, targeting our younger Visibly Clear
audience
Mobile and display campaigns targeting our
beauty junkies
Using interactive interstitials playing out our
short video edits to capture audience interest
Click through the product info on site to
educate our consumer on the product variant

Vlogger Program
Jan
Recap of Visibly Clear 2016
Note: Timelines are subject to change based on approvals
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
VOD Support
Search Support
Display/Mobile Amplification Display/Mobile Amplification
Vlogger Program
VOD Support
Social Amplification (Inner Circle)

Presence on shows that matter
The selection of programmes are based on
where our target is. We will incorporate
programs that rank on her top list to watch
plus aligned contextually to the brand
Avoiding creative fatigue
Ads will potentially be less effective over
time when shown repeatedly. To ensure full
efficiency and apply best practice, we will
take few weeks break after every peak or
extensive presence
Competitive Benchmarking
While creating plans, we look at competitive
activities to make sure we reflect the best
industry practices and adjust our presence
based on intensity of competition during
specific periods
Backing our 2016 TV plans with aggressive thinking pushing product to viewers

Cleansing SOV
Dabur 42,133
Nivea 7,083
Fair & Lovely 6,484
Himalaya Herbals 1,770
Neutrogena 7,860
EOY Facial Cleansing #1
TV 2016 Approach
EOY 2016 GRPs: 7,860
Following best practices by benchmarking against relevant competitors with similar TG and strategy on TV
• Excluding Dabur and Himalaya since their SOVs are mostly gained through sponsorships. These brands focus on quantity and not quality.
Outshouting competitive benchmarks with #1 SOV in facial cleansing

-
1,180
980
500
1,500
400
0 0 0
900
1,500
900
613
0 0 1,999
933
0 0
1,691
976
2,869
0 0
935
3,297 1,970
1,826
475
0 0
2,650
0 0 0 0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Neutrogena Nivea Fair & Lovely
Burst 1 Burst 2 Burst3
Continue to drive trial for Deep Clean Maximize awareness and
achieve high impact
Drive switching and loyalty
EOY SOV #4 Overall Face care EOY 2016 GRPs: 7,860 EOY 2016 Budget: $1,419,600
Maximizing our impact by airing at key strategic times while taking a hiatus between each burst

Following best practice - have a mix of channels in order to
capture a wider audience and further extend our reach
Channel Selection
TVC duration recommended based on the messaging and creative
MBC 1
Rotana Cinema
Zee Aflam &
Zee Alwan
Rotana
Khaleejyah
Crucial presence in the main hub of the most
popular talk shows, Turkish and Gulf Series
Being present in female and cultural
oriented programs and series (specifically
KSA catered)
Capturing the traditional and always
trending interest in the Arabic genre
movies
Including top Bollywood channels to capture
the diverse taste of our audience
DC - 20”
SWP – 30”
DC campaign in 2016 is a continuation of 2015
campaign. We recommend 20” for various
reasons:
• Audience has been exposed before to the
messaging and are well aware of it
• 20” will gives justice to the complete brand
story. 20” will ensure sufficient exposure of
the product, yet avoid creative fatigue
• 20” allows us to preview AD more
frequently and further build our frequency
levels
• Provides sufficient time to build brand story
• Ensures higher recall of the messaging
Unit Mix
Our planning guide to achieving our competitive KPIs for TV

EOY Cleansing #1
Jan – Mar Reach: 70%
TV 2016 Approach
Q1:Jan :
• Taking a month of air to avoid creative fatigue.
Feb:
• Heightening exposure in the first 2 weeks of Feb for beauty week
• Maintaining sufficient levels of GRPs per week in the remaining weeks
Mar:
• Lowering GRPs in March while still maintaining an effective presence Jan – Mar GRPs: 2,160
0 0 0 0
400 400
380 380
0
300 300
Jan - wk1 Jan - wk2 Jan - wk3 Jan - wk4 Feb - wk1 Feb - wk2 Feb - wk3 Feb - wk4 Mar - wk1 Mar - wk2 Mar - wk3 Mar - wk4
Neutrogena
Jan – Mar Budget:
$456,300
DC
Expand our presence throughout Q1 with aggressive communication launch coinciding with
beauty week

…and complemented through online video
YouTube Pre-Roll will drive scale and value.
Shahid will complement TV to reach the catch up TV audience
In order to align video to our full storytelling approach,
some of our YouTube pre roll will be bought
programmatically. We will then retarget users who have seen
the YouTube ad across our display partners

Large formats through programmatic and also
through traditional buying
Users will be served a different creative message
based on their user journey (i.e. if they have seen
the YouTube ad or not).
Plugged in to different data sources. Users served
acne ads if they have been buying facecare
products (coming in Q1)
Alignment between video and display formats through sequential messaging

• She has a set magazine routine which includes checking her selected titles and
indulging in the content
• Create a visually appealing advertorial which will
leave a trace in her memory
• She trusts the editorial content since it’s coming from the experts in the
industry
• The credibility and heritage of our chosen magazines
will not only help us maximize our reach, but also
establish a favorable brand trust image
• It’s a given that a beauty junkie diary includes flipping through her favorite
magazines for everything beauty
• Cater the messaging to our target audience through
titles she loves
Presence across print titles resonating with our Optimistic Explorer
1 Full Page
advertorial
insertion in
each title

Insight
When you clear out the clutter in your life – whether that’s the mental or the physical – it can make
you feel more active, more positive and open to fresh possibilities.
How to deep clean your life – advertorial
How it works
An advertorial will help our target market how to deep clean their lives to best effect - whether it’s clearing a
cluttered wardrobe or organizing their
online lives. It’s about being the best version of you so that you’re free to see what’s possible.

BRINGING NEUTROGENA WIPES TO LIFE & PUSH TRIAL
REALROI
MEASURABLE
ENGAGING
PRODUCTVALUETRIAL
CREATEBUZZ&WOM

Streaming data to the
digital media space in
real-time
Interactive content
customized per user
bringing product
essence to life
instant wins & product
trial
BY USING SECOND SCREEN

See what’s beneath me…
www.neutrogenawipe.com

Insight
Sometimes, people need a little incentive
to break their routine.
The Soap Amnesty
How it works
We invite people to trade in their soap for a free bottle of Neutrogena.
This would happen outside supermarkets where people have soap
readily available.
In a transparent ‘bin’ we show the amount of soap that’s been traded in.

TV
Jan
Recap of Deep Clean Q1 2016
Mar
Print
Search Support
VOD
Social Amplification (Paid & Owned)
Display/Mobile
Feb
TV
Print
Deep Clean Cleanser Deep Clean MUR
In-Store (Labs)

May to Dec

Dina El Mofty, director of Injaz Egypt
As a woman you have many factors holding you back and it is easy to
fall into that comfort zone. But if you are a fighter and you are determined
With that dream in your mind, you don’t let anyone get in your way

WHO ARE THE WOMEN WE WILL WORK WITH FOR
SEE WHAT'S POSSIBLE?

Collaborating with different types for women to deliver our message
Inspirational Success Stories
of women who have defied
the odds and achieved their
dreams
Real life stories of the
“everyday day woman” and
her efforts to achieve her
goals
The beauty expert who will
provide our women with
different tips and
recommendation
Note: Talent and filming costs are not included in agency budget

Partnering with Inspirational women that represent possibilities
HAIFAA AL MANSOUR NAYLA AL KHAJA MUNA ABUSULAYMAN HAYAT SINDI
Haifaa is a film director from and
the first filmmaker Saudi… she is
one of the country's best-known
and most controversial directors…
Haifaa tackles important social
topics in her films, focusing on
women’s issues…. Believing that
Saudi Arabia needs to take a more
critical view of its culture
UAE’s 1st female director, Nayla Al
Khaja also founded one of the most
successful production companies in
the area, DSeven Motion Pictures.
She tackles subjects that are
usually off the table in the
Emirates, ranging from arranged
marriages to the secret dates
women go on behind their parent’s
backs.
An influential Media personality…
Muna led a diverse career working
in media, fashion, education, PR,
international & community
development. She also founded
several companies like Glowork.net
(For female unemployment in the
region), and Muna World - a holding
company that builds educational
institutes in high conflict areas.
A Saudi Arabian medical scientist
and one of the first female
members of the Consultative
Assembly of Saudi Arabia. 5 years
after graduating from King’s
College with a degree in
pharmacology, Sindi became the
first woman from the Gulf to obtain
a Ph.D. in biotechnology from
Cambridge

Women of the Middle East tell their real stories of possibilities
Nancy an Egyptian fashion
entrepreneur and mother of 1
girl
Rana lives in Amman and works
at Jordan Projects for Tourism
Development
Fatim is from Morocco, she got
married to a Bahraini and lives
there currently… she launched
her own Jewelry line
Samira is a mother of two and
recently beat cancer after an
incredible battle that took years

And partnering with a beauty influencer who incarnates brand promise
A journalist who had already opened a radio station over
the internet on which she interviews women to discuss
everyday issues. After her success, she started a blog
publishing news about world celebrities. Through her
experience, she was a step closer to realising her dream
of becoming a journalist
A Kuwaiti, lifestyle & beauty vlogger . She has
recently started her own YouTube channel where she
shares with her followers tips and tutorials on makeup,
skincare, fashion,
food, lifestyle and everything she is passionate about.
Her Instagram followers have exceeded 970k in 2 years.
Architect & beauty social personality - recognized for her
distinct beauty, She combines simplicity & complexity at
the same time to give her face and makeup a differing
touch than the usual trend in Kuwait
TAIMFALASI
DALALALDOUB
FATIMAALMOMMEN

Our influencer selection combines different
The selected influencers enjoy affinity with the brand communication, as
they embody “smart is beautiful”
Our influencers are tick the box for being both in the beauty vertical and also
established careers
Lastly, our influencers enjoy a strong social footprint, that will help us reach
large communities

WHO ARE THE WOMEN WE WILL WORK WITH FOR
SEE WHAT'S POSSIBLE?HOW WILL WE WORK WITH THESE WOMEN?

Our inspirational woman will reach an audience through TEDxDubai
Our talk topic will be to inspire real women
pursue their dreams no matter what society
tells them, or no matter how difficult it may
seem
Invite our women to go attend the event and
meet our inspirational speaker
Partnering with TEDxDdubai for our inspiration
woman to give a talk
Note: Talent and filming and Ted affiliation costs are not included in agency budget

Our real women tell their real stories of possibilities
Using real women from different walks of life to
tell the world their real stories and their
experience in pursuing possibilities that seemed
We will film the stories of these women in
minimalist setting – emphasizing only their
emotion, their struggles and their successes, the
different roles they play in their society

Our Influencers will show women the way to put their best face forward
We want to inspire our women and empower her in every possible way, including beauty;
therefor we will have our beauty influencer give tips related to beauty
Beauty tips How to content Makeup tutorials

Moreover, we want to take our online offering and create real moments for our women to connect
and get inspired,
Online possibilities translating to real life moments
Connect with
successful
women in the
region
Targeting
universities
and schools
Regular events
for inspiration
talks

WHAT IF COULD “SEE
WHAT’S POSSIBLE” FOR THE BRAND?

Women “SEEING POSSIBLE” dream jobs, changing their
careers & changed their lives!
IMAGINE

‘See What’s Possible’ for you!

Female Basketball coach at
Nour training center
Events photographer
needed for weddings

Insight
Routines can be beneficial, but breaking them
can improve the way we live our lives
The Social Routine Breaker
How it works
How long does it take to change something?
Let’s use social media across the region to inspire women to
see what’s possible.
For thirty days, using the hashtag #SeeWhatsPossible we propose one post
a week that helps women do one thing to change their routine – whether
that’s cooking a new dish, choosing a different exercise or reading a book
you wouldn’t normally choose – anything that’s a breath of fresh air.
One or two of the posts can talk about changing skincare routines.

Content Primary KPIs Secondary KPIs
TV GRPs
VOD Views CTR
Content Partnership Reach % watched
Display Engagement Rate Reach
Mobile Rich media Engagement Rate Reach
Paid Social Reach Engagement/Actions
Search Site Visits Impressions Share
FB/LinkedIn Innovation CTR # of jobs applied for
In-Store Tech Engagement # of samples distributed
How will success be measured?
Note: Benchmarks to be provided on finalization of media plans and ideas

In 2016 Neutrogena is looking to further its marketing efforts in order to support its business objectives (increase market share in the wash-
off category), and also shake up its communications with the roll out of a new global campaign, ‘See What’s Possible’.
The key product platforms for the brand in 2016 are:
- Deep Clean: the range for increasing the brand penetration; Q1 2016, IMC April - Dec
- Visibly Clear: the range for driving frequency of usage of medicated cleansers; ongoing
- Hydroboost: Q4 2016, pre-seed for 2017 launch
The key communications priorities for the brand in 2016 are to:
- Re-Introduce Neutrogena to consumers, media and influencers as a global beauty brand
- Carry out ‘See What’s Possible’
- Establish Neutrogena as a key innovator in skincare
- Build on brand superiority
Outlook and Communications Priorities for 2016

Special emphasis on deploying a regional influencer strategy is an essential factor to cementing Neutrogena’s positioning
as a global beauty brand, an innovator and expert in skincare.
The key communications objectives are to:
Increase the scope of the engagement programs with key influencers
Bloggers via the InnerCircle platform
Role models/ inspiring women such as Haifaa Al Mansour, Nayla Al Khaja, Muna AbuSulayman, Hayat Sindi
Explore editorial opportunities with key consumer media in order to showcase Deep Clean and Visibly Clear, range with product placements and
editorial pieces
Explore opportunities for increasing brand awareness and positioning via collaboration with key consumer media outlets (for e.g. events and
awards celebrating local/regional achieves), cultivating close relationships that benefit the brand
PR Task for 2016

PR Strategic Approach:
driving media, influencer and consumer engagement
to create impact for the new brand campaign See What’s Possible
Media Relations
An ongoing events calendar
under the InnerCircle
umbrella, engaging regularly
with blogger and local media,
influencers and supporters of
the brand
Influencer
Campaign
Bloggers Engagement via
InnerCircle
Engagement with local role
models /inspiring women to
give voice to the See What’s
Possible campaign
Neutrogena
Collaborations
Monthly editorial calendar
press releases to keep the
brand top of mind and
generate product placements
Explore collaborations with
media partners to enhance
brand awareness and
positioning

Bloggers Program
Events calendar
InnerCircle Overview
A longer term engagement initiative targeted at beauty bloggers and social
influencers
Recommended in order to build and cultivate closer relationships that would benefit
the brand
Kick off Dec 13, 2015 with Ola Farahat
Implementation
An active events calendar, hosting regular, small scale events that could be:
- timed around key product launches (e.g. Deep Clean Make up removal)
- offer tactical support for existing ranges (the visibly clear range)
- focus on skin education
- create excitement and test new products (e.g. hydroboost)
Outcome:
Creates positive experiences, fosters favorable relationship with the bloggers; builds a platform that can be leveraged by the brand in the long term
Clear, Radiant Skin for the
Summer (May 2016)
Host an event dedicated to summer skin:
how to beat acne, oil, blackheads and
enlarged pores with participation from 4
bloggers who battling such skin issues
themselves
Send summer kits to 10 regional blogger
for reviews
HydroBoost pre-launch (Nov
2016)
Introduce the hydroboost range to a
handpicked group of local media and
bloggers via a small scale event
and individual drop offs to 5 key regional
vbloggers
New Year New Skin
Resolutions (Jan 2016)
Engage with 8 UAE and KSA based
bloggers to run a new year resolution
campaign, offering product giveaways
as incentives
Deep Clean (Feb 2016)
Host an event dedicated to the Deep
Clean Make Up Removal range,
targeting top 20 makeup artists
(working in print and TV) and bloggers

Event
Host a media and blogger event to showcase the local execution of the campaign, with the participation of the local influencers
Engagement
Develop content that can be leveraged online; explore editorial opportunities in each market
Approach
Shortlist and approach a handful of inspirational women, high achievers in diverse fields, from film and medicine to engineering and women’s rights, such as
Haifaa Al Mansour, Nayla Al Khaja, Muna AbuSulayman, Hayat Sindi
Campaign Overview
A year long engagement initiative that aims to bring relevance and give local voice to the global campaign, See What’s Possible

Ongoing Media Relations
Monthly PR Calendar
Implementation
A monthly calendar of product lifestyle press releases, with focus on the Deep Clean and
Visibly Clear ranges, in order to keep the brand top of mind with media and generate
product placements in print.
January: New Year New Skin March: Spring Time DetoxFebruary: Deep Clean Range
April: Travel Essentials June: Cleanse & ProtectMay: Summer Time Skin

Vlogger Program
Jan
Recap of Neutrogena 2016
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
VOD Support
Search Support
Display/Mobile Amplification Display/Mobile Amplification
Vlogger Program
VOD Support
Social Amplification (Paid & Owned)
TV
VOD
Display/Mobile
Print
In-Store
(Labs)
See What’s Possible (TBC)
Visibly Clear Deep Clean See What’s Possible Always OnKEY:
HANDOUT

Next Steps 2016
• J&J to provide feedback on deck
• Agencies to revert back on J&J feedback
• J&J to provide final approval on Q1 tacticals
• J3 to share final media plans + KPIs
• DDB to share creative assets
• Campaign kick off
• Reports
• Post Campaign Evaluation
15th Dec 2015
20th Dec 2015
23rd Dec 2015
6th Jan 2016
20th Jan 2016
1st Feb 2016
Bi – weekly digital reports from start of campaign
May 2016

Programmatic buying ensures we are hitting the right Neutrogena audience
Various data sources ensure we identify specific audience
targets and then buy individual impressions at market
value.
Programmatic buying ensures we:
• Maximise budget by segmenting ourselves from a
Johnson’s audience
• Avoid duplicating budget across top beauty sites
• Deliver sequential messaging across video, display
and social in order to tell a rich story
• Real time optimisation and fluidity of budget across
networks
X X
X
X
X
X X
X
$0.07
$1.23
$0.75
$4.75
$5.61
$0.29
$1.86

Additional J3 ‘See What’s Possible Ideas’

Our content will be created to inspire women from across the region to find possibilities that fulfill their passion and dreams,
empower them to start finding strength to overcome walls and pursue their dreams
In addition to our videos, we will create enablers to help our women put their best face forward so they can achieve their dreams
Content that inspires, a hub that enables
CONNECTING THEM TO THE RESOURCES THEY NEED

» Create a dedicated online hub which will pull together inspirational content from success,
business, leadership, lifestyle and beauty … in addition to housing our videos
» Our hub will also give our women the opportunity to find enablers that empowers them to
move forward in achieving their dreams
» Inspirational content on successful creative women and how they got where they
are today
» Tie up with Glowork to connect women with opportunities in the region
» Connect like minded women to exchange tips and advice
» Find beauty tips, how to content and expert advice
» Lifestyle articles (how to deal with stress, smart is the new beautiful… etc.)
See what is possible – a destination for real life inspiration

Additional DDB ‘See What’s Possible Ideas’

Insight
Routines can be beneficial, but breaking them
can improve the way we live our lives
The Routine breaker workshop/talks
How it works
Anyone who's ever pushed themselves to get to the next level or
accomplish something knows that when you really challenge yourself, you
can gain amazing results.
The Neutrogena ‘Break Free’ talks can show you how to get in that mindset
– whether you want to change your career or your lifestyle.
The talks would feature local self-help gurus and lifestyle coaches and can
even be mini events in malls etc.
The talks would work in parallel with our Social Routine Breaker idea
(above) and would be sharable on social media.

Insight
Most women wonder what it’s like to be in someone else’s
shoes for the day in a different job or role.
The Neutrogena Career Swop
How it works
The prospect of changing careers can be exhilarating – but where do you
start? Neutrogena can help women see what’s possible.
We film people swopping careers for the day and film the results, which are
then featured on social media, YouTube and the Neutrogena website.

Insight
Some women dream of improving their lives through higher education, but
to see what’s possible, you may need more than a little financial help.
The Neutrogena Scholarship
How it works
We create a scholarship that can fund one or two women of collage age to
complete their MBA or degree that they always wanted to.

Insight
When it comes to being the best version of ourselves, most women strive to
see what’s possible, but don’t always have (or make) the time.
The Best Version of You journey
How it works
In one mall/location, we create a tunnel/passageway to simulate a journey.
Inside, we create different stations, which feature professional women who
help us become the best version of ourselves – e.g. a careers advisor,
fashion advisor, make-up artist and dermatologist.
Women are invited to step into the tunnel and talk to all the experts/ pick
up leaflets (plus a free sample of Neutrogena), and step out of the tunnel
better versions of themselves. The possibilities are endless.

Neutrogena 2016 Integrated Strategy

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