A 120-second online TVC invited women to share stories of being a City Angel on a branded blog. We engaged thousands as they reviewed what being a City Angel meant, hundreds shared their own ideas. The best stories then appeared on branded entertainment TV segments (audience 1 million+)and consumers went back online to vote for their best “City Angel”. The winning stories then became national TVCs – creating an innovative and engaging ‘campaign in reverse’.

Neutrogena regained its No. 1 sales position after just two months of the campaign period.

More than 30,000 people visited the “City Angel” branded-blog within the first three days of launch. Hundreds gave feedback about their definition of a “City Angel”. National television brought audiences of 1 million+.