Hydro Boost Brazil: TikTok Sketches that Clicked with Gen Z
Hydro Boost stands as Neutrogena’s flagship facial hydration line, and in the year 2023, our primary objective was to solidify the brand’s presence among the Gen Z demographic. In collaboration with our In-House Content Team, in which I played a key role, I proposed a creative concept centered around a series of entertaining 90-second sketches on TikTok. These sketches embraced the language and style beloved by the Brazilian Gen Z audience, drawing inspiration from the realm of reality shows.
To amplify the appeal of our campaign, we enlisted the charismatic Manu Gavassi, renowned both as a brand spokesperson and as a former participant in Big Brother Brasil. With Manu Gavassi as the host, we collaborated with prominent influencers of the year 2023, including Blogueirinha, Larissa Glór, Bielo Pereira, and Ademara. Together, they embarked on a quest to discover “the most hydrated face in Brazil.”
In total, we crafted and produced eight engaging episodes in close collaboration with the Wunderman Thompson team, each designed to resonate with our target audience and reinforce Hydro Boost’s brand identity.
