Leading Creativity: My Journey with Neutrogena

In 2022, I was appointed to lead the inaugural In-House Agency Team dedicated to creative content at Johnson & Johnson Brazil. My primary mission was to restructure the approach to organic content on Neutrogena’s social media platforms, to achieve improved engagement metrics. Additionally, I faced the challenge of enhancing the brand’s relevance among the Gen Z demographic by establishing a presence on TikTok.

When we embarked on this initiative, the organic average engagement rate stood at less than 1%. However, one year later, we successfully raised the average engagement rate to an impressive 9.5%.

Much of this achievement stemmed from our realization that effective brand communication on social media should align with and reflect user behavior. We shifted towards a more user-generated content approach, emphasizing authenticity over explicit advertising.

Another pivotal element contributing to our team’s success was the establishment of an in-house studio, facilitating efficient and agile content production. This enhancement significantly improved both the quality and speed of our content delivery.

Furthermore, this experience within the brand allowed us to transform digital advertising campaigns, including banners and video ads, into creative extensions of the relevant content that we had previously tested organically on our platforms.

As a culmination of our efforts, we proudly launched the first In-House Agency campaign to promote Neutrogena’s most essential product line for Gen Z. This initiative took the form of a reality show hosted on TikTok, with each episode lasting 90 seconds. It featured some of the most influential figures from the internet in a captivating series known as Hydro Boost Brazil. You can explore the project [here]

In addition to our work with Neutrogena, I was also responsible for developing the content strategy from scratch for J&J’s new brand, the skincare club known as Skin Lovers Club, which encompasses Neutrogena and Neostrata. This initiative extended across Instagram and Pinterest, further strengthening our digital presence and engagement in the skincare realm. See for yourself here.

Photography directed by me, captured and edited by João Gorri.