The familiarity and multiple choices of sunscreen in China has brought Neutrogena newly launch CoolDry Sun Spray to the stage of being different in order to win the millennials' attention and love.

The objective of Neutrogena ‘Free Under the Sun’ campaign is to enhance the brand awareness of Neutrogena and ultimately drive purchase intention. The main challenge brand is facing is fierce competition over consumer preference among same category. In China, Neutrogena’s brand image is not vivid enough to win the market among competitors, which triggers the launch of a new campaign to build brand preference on media platform.

A campaign called “Free Under the Sun” is launched on Keep.

Super star VanNess Wu, who’s cool and passionate in sports, is invited to be the celebrity instructor in the Neutrogena fitness classes and a campaign video, using CoolDry sun spray before warm up started in a native way.

Consumers are encouraged to share their own stories of “Free Under the Sun”. Specially designed Keep badges and emojies are rewarded to participants. 

To maximize the impact, the campaign was also shared by sports and fitness KOLs on varies social platforms through posts and live broadcast.