Neutrogena Men: Be the cool -Facebook Social Movie

Neutrogena Men launched in 2011 for the first time pursuing the 'Cool' brand image and targeted men in their twenties and thirties. As these people were active consumers of new media who enthusiastically embrace SNS, the effectiveness of communication through conventional media was decreasing. Above all things, they had the ability to actively and thoroughly filter the advertising messages.The main task of the Innored, Seoul project was to figure out 'how a low-budget new brand can effectively deliver the message to the targets who have complex media consuming patterns'.

The campaign was designed to turn the 'consumer' into Neutrogena Men's model and naturally present key brand message, 'Be Cool' in the story. Just one click made the participants become young and successful CEO as well as the star of Neutrogena Men; the participants voluntarily publicized the campaign by spreading the words through the social media like twitter and facebook.

Within a month, with no support of online advertising, more than 230,000 consumers experienced and shared the campaign on Facebook.