[April 2010] Over the past few months TheFARM has been building a huge brand hub to encompass all of Neutrogena® young skin care, and we’re really excited to announce that it’s launched!
The cross platform, social media hub is One Less Stress, but we like to call it OLS.
OLS was born out of the simple insight that feeling stressed can cause skin to become stressed, which can in turn lead to feeling more stress and so on. The idea is to help break this vicious cycle by creating a dialogue where young women can share some of their stress and alleviate it with advice and stress-busting giveaways.
In a first for our relationship with Johnson & Johnson TheFARM was given the opportunity to be the lead creative agency - leading the development of the master brand, roll out of the platform idea and integration of OLS into print and TV!
The eight month campaign is running across MySpace, Facebook and (for the first time in Johnson & Johnson Australia history) Twitter.
The launch phase sees roadblocks and rich media placements on influencer sites like Beauty Heaven, 2Threads and Bella Sugar, who will also provide content for OLS via partner publishing and cross promotions.
The OLS umbrella brand is designed to adapt through the year to promote the various Neutrogena young skin products, with creative and content reflecting the rationales of each sub brand. Right now, it’s all about orange and Acne Stress Control. A phase two facelift will see OLS become pretty in pink to match the Neutrogena® Wave™.
Indications are the folks at Johnson & Johnson are as loving OLS as much as we are! A committed New Zealand roll out is in the works and J&J Pacific has already presented the idea to the global team for further expansion.