In 2022, I led Johnson & Johnson Brazil's inaugural In-House Agency Team, focusing on creative content. My mission: transform Neutrogena's social media strategy and establish a presence on TikTok to engage Gen Z. Within a year, we elevated Neutrogena's average engagement rate from under 1% to an impressive 9.5%. Our success hinged on prioritizing authenticity and user-generated content, supported by an in-house studio for agile production. We seamlessly translated organic content insights into impactful digital advertising campaigns, ensuring platform consistency.
HYDRO BOOST BRAZIL, for Tik Tok
In 2023, we aimed to strengthen Neutrogena’s presence among Gen Z, with Hydro Boost leading the charge. Collaborating closely with our In-House Content Team, I spearheaded a creative concept: entertaining 90-second TikTok sketches.
Inspired by reality shows and tailored to Brazilian Gen Z tastes, these sketches featured charismatic host Manu Gavassi and top influencers like Blogueirinha and Larissa Glór. Together, we embarked on a quest to find “the most hydrated face in Brazil.”
We crafted eight engaging episodes in partnership with Wunderman Thompson, reinforcing Hydro Boost’s brand identity and connecting with our target audience. This campaign was recognized by being shortlisted for the TikTok Awards in 2023.
SKIN LOVERS CLUB
We shaped the brand's language and tone on social media for Skin Lovers Club, the exclusive membership program for Neutrogena and Neostrata brands. We envisioned it as a haven for skincare enthusiasts, offering discounts, insights, and engaging content. Our strategic pin campaign on Pinterest further expanded our reach and influence by bridging skincare guidelines with trending themes.
Role: creative director ✦ Year: 2022, 2023 ✦ Agency: Johnson & Johnson in-house agency