The campaign was one of the firsts in the industry to utilize weather targeting without limiting advertising options to weather content. More important, this allowed us to only spend our mobile media dollars when conditions were ideal, allowing us to bet big on key purchase consideration moments.

Ultimately, it was incredibly successful in launching the new Beach Defense brand into a highly competitive category.

Within the first few months of launch, the mobile campaign exceeded expectations in awareness and intent to buy.

- We increased awareness of our new brand from zero to 63%

- Purchase intent rose 43%

We developed an advanced mobile campaign to launch with the beginning of spring that allowed for real-time UV conditions to automatically turn on the Neutrogena Beach Defense ads. The ads would “follow the sun” across a rich variety of mobile content popular with our audience including entertainment, women's lifestyle, shopping, health & fitness, news and gaming.

To further stack the odds in our favor, we layered custom location data in prolonged sun exposure areas such as playgrounds, parks, beaches and pools. This allowed Neutrogena Beach Defense to have a dominant presence in key out-of-home locations when the weather was ideal.

And of course, we wanted to drive purchase intention with our audience! We added geofencing that would dynamically replace the click-through to the brand site with directions to the nearest store as well as offering a coupon when individuals were near key retail locations.

In 2013, Neutrogena set out to launch their new sunscreen line – Neutrogena Beach Defense. Faced with the challenge of breaking through an already cluttered category, we wanted to focus on activating our mobile campaign based on the ideal weather conditions. However, conventional weather targeting required placing our premium brand in lackluster environments where users were typically spending mere seconds with the content.

What if, rather than running our advertising on weather content, we could turn on the Neutrogena Beach Defense campaign via content most popular with our audience, but only when the sun was shining? Even better, what if we could concentrate the creative in ideal locations during the day when sun protection is most top of mind?