Neutrogena MEN

"Junkface"

Over the past few years, the men's skincare category has grown exponentially: 17% in 2013 alone, with brands launching a slew of new products trying to convince men to take better care of their skin. Most of these product launches came in the form of 2-in-1 body washes.

Neutrogena Men held a unique position in the category as the only brand designed specifically and only for a guy's face. The goal was to raise the profile of the Neutrogena Men brand and increase relevancy amongst 25 to 35-year-old guys.

DDB found that men simply don't think about skincare like women do. And men across Canada continue to wash their feet, elbows and unmentionable parts with the same soap they use to wash their face.

To get men to change their behaviour, the brand had to prove to them that their routine, or lack thereof, was disastrous and only then could it introduce a better solution something designed specifically for the skin on their face.

The brand decided combat the questionable practice of using the same soap for the face and nether regions. It coined a new term for this condition, calling it "Junkface." DDB made it Neutrogena Men's mission to raise awareness of this behaviour and stop its spread once and for all. So the agency created "The Campaign To End Junkface."

DDB supported the campaign with an Ipsos Reid survey, which found that Junkface is rampant across Canada with 72% of men admitting to the practice. The agency created a site www.stopjunkface.com and included shareable facts and figures, FAQ's and even a few survivor stories. It also created a video to explain what Junkface was and how it could be stopped. Supporting media included wild postings, out of home, sampling, in-store including "Junkface Prevention Kits," pre-roll, influencer outreach and digital content for social sites (including the first Canadian brand partnership with Imgur).

To date, the campaign has generated over 15 million media impressions, 75% achieved organically. Pick up for the campaign has been immediate on sites like AdWeek, Creativity, and Jezebel. Over 100,000 people have watched the video content, while over 30,000 have visited Stopjunkface.com to get acquainted with the facts. Even digital engagement rates are exceeding expectations with a 1.22% CTR for the video and 0.95% CTR for digital ads.