We created the world’s first Instagram flash mob. Working with renowned mobile photographer AikbengChia, we shot tiny figurines on bare skin to look like people on the beach. The unbranded pictures were uploaded over a few days, (curious fans kept guessing on the theme). Once all pictures were online, we added the hashtag #Neutrogena_Ultra_Sheer, and fans were invited to search for the hashtag. When they did, the pictures came together in a single collage of a day at the beach, with Neutrogena Ultrasheer prominently displayed in the last 2 pictures. This was done purely on Instagram, with absolutely no paid media.

The Neutrogena Instagram Flashmob was seen by 856,500 instagram users and 40,000 Twitter users. A total of 6,792 'likes' were received as well. Neutrogena got over US$300,000 in publicity.