1. Client: NEUTROGENA® Cosmetics
“Flaunt Your Inner Celebrity” Makeover Contest
Objective: Strengthening Neutrogena’s relationship with consumers through social networking.
Tactic: Essay and photo contest usingFacebook as entry mechanism.
Mechanics: Consumers 16 or older entered for a chance to win the opportunity to have their Facebook profile photo completely transformed by visiting the NEUTROGENA® Cosmetics page on Facebook. Under the contest tab in Facebook, they had the opportunity to upload a photo and tell why they deserve to flaunt their Inner Celebrity. After entry, consumers could publish the news of their entry to their Facebook Wall.
Neutrogena’s Facebook page also hosted various makeup related content to engage consumers and remind them of the contest.
Prize: One winner and a guest was whisked away for a celebrity-style stay in New York City where they attended a private makeover session with NEUTROGENA® Cosmetics celebrity makeup artist, Matin, who prepared them for a professional photo shoot.
Results: The contest exceeded the client’s expectations by acquiring thousands of new Facebook fans and entries.