We could statistically measure the temperature of the mobile phones, which was an opportunity. And chance to reach women hands via their smart phones who are at 25-45 years old and bought a personal care product within the last two months. We roll them into a banner which showed up only if their smart phone's temperature is under 10 degrees and reminded them, Neutrogena protect their hands.

Not the audience, but the audience's hands that interact with mobile phone, which is more adaptive.

With these two qualified tools, we directed target audience from online to offline where they can purchase.

We delivered messages to our target audience via their mobile phones whose hands were under 10°C. This was unseen adaptive targeting with real time data. We attracted our target audience with personalized tailored messages to individuals.

During the campaign, more than 3 million unique users were reached 5.5 mio impressions. Users visited Neutrogena's page 160.000 times to find more information about how to protect their hands even at 10 degrees!

Neutrogena reached its highest ever market share thanks to this investment in January 15, and got a market share in hand and body category of 17.8%, which was an unprecedented success story in Turkey.