Neutrogena launched Hydro Boost Cleansing Gel in 2017, but the product had been mostly unsupported through marketing efforts over the last several years. Overall, the Cleansing Category growth is driven by liquid cleansers, but the Neutorgena Cleansing portfolio has weighed heavily in makeup remover, specifically wipes. This led Neutrogena and Movers+Shakers to team up to create a disruptive campaign that would drive awareness and buzz around its category-leading product, the Hydro Boost Cleanser.

This was part of Neutrogena’s broader strategy to drive awareness, equity, and consideration with Zillennials. Through this campaign, the objective was to encourage non-loyal competitive cleansing users to switch to Hydro Boost Gel Cleanser by showcasing the superior clinical and preference study results. Additionally, we set out to acquire new-to-brand Hydro Boost Cleansing consumers through competitive switching through a highly entertaining campaign.

Hydro House reinvents the reality TV dating show concept as a playful parody for TikTok, uniting a diverse cast of celebrities and TikTok sensations in their quest for love—with a cleanser. The series artfully blends reality TV tropes like infatuation, jealousy, heartbreak, and competition, to create a dramatic and captivating narrative that highlights the superiority of Hydro Boost Cleanser.

By adopting a lighthearted tone and infusing elements like confessional booths, poolside chats, pre-date confrontations, and the enchanting "foamtasy" suite, Hydro House captures the essence of reality TV while engaging viewers in a delightful, binge-worthy experience. The series culminates in a heartwarming finale where the cast realizes that Hydro Boost Cleanser transcends basic cleansing, satisfying everyone's unique needs and desires.

This innovative creative idea expertly marries the engaging format of reality TV with the social media dynamism of TikTok, presenting a refreshingly entertaining and memorable campaign for Hydro Boost Cleanser.

Bringing Hydro House to life involved qualitative research on the relevancy and conversation around reality dating shows. This data was gathered through GWI audience insights to understand if the target audience, Zillennials, were over indexed in this type of entertainment.

Based on the research and data, there was a noted influx of attention on reality shows on TikTok, specifically when seasons of popular shows were released, such as Love Island and The Bachelor. With this strategic insight, the team researched the tropes of all reality tv shows and briefed the team on big moments often seen on reality tv such as, dramatic break ups, fights, and how production teams edit to create even more salacious scenes come to life.

Hydro House strategically launched during the release of new seasons for popular reality shows, tapping into the cultural conversation around reality television. This demanded an accelerated execution timeline, with less than a month between filming and the first content release.

The full-scale shoot was accomplished with seven high-profile influencers, resulting in a diverse range of 19 TikTok assets produced and launched within a month. The campaign included 2 teasers, 7 episodes, 3 in-feed ads, and 7 influencer videos, creating an immersive and engaging experience for the audience.

With its seamless execution and timely release, Hydro House successfully drove buzz and became a part of the cultural zeitgeist. The campaign even earned a prominent feature on the front page of AdAge.com. Running from January 17th to March 10th, the series showcased the power of innovative, fast-paced content creation that aligns with the ever-changing trends in entertainment and social media.

Hydro House captivated the hearts of Zillennials, receiving overwhelmingly positive feedback from consumers who praised the innovative marketing approach. Comments like, "I've never stopped to watch an ad all the way through before this one. This is marketing done right," and "I'm buying everything Neutrogena now," showcased the campaign's impact. The audience fell in love with the series, clamoring for more episodes and a second season. Impressive results included:

• 312+ Million Views

• 2.4+ Million Engagement

Furthermore, Hydro House gained recognition in various publications, featuring in Campaign US and securing a prominent spot on Ad Age's homepage, demonstrating its undeniable success and resonance with the target audience.