Cannes Lions

MOISTURESHINE LIP SOOTHER

OMD USA, New York / JOHNSON & JOHNSON / 2007

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Overview

Entries

Credits

Overview

Execution

We created a fun communication tool that gave teen girls a new, Neutrogena-relevant way to connect with loved ones. At www.getsmooches.com girls sent “smooches” to their friends’ cell phone or email. Recipients visited the site to discover the smooch sender and the Neutrogena products.

Outcome

Very successful user interaction levels—28,000, or 40% above goal.

The results of the viral tactics were strong, a 20% refer rate—users redeeming a smooch they received and then sending one of their own.22,105 Smooches were sent 6,189 Smooches were retrieved28,294 interactions with the brand

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