Award: EFFECTIVENESS \ E07. Best Use of Analytics

Until 2025, if you asked any Aussie, they’d tell you: there’s only one piece of Aussie skincare advice: Slip, Slop, Slap. Neutrogena decided, that needed to change. By undertaking and analysing original, nationally representative research, Neutrogena cross-referenced factors as diverse as aircon temperature, flight time, meteorology, and job title analysis to write an entire playbook on caring for skin, based on Australia’s most unusual habits.

Then, we turned it into a game-changing influencer/PR ‘travel show’. While our far higher-spending competitors chose talent based simply on engagement rates, we used our world-first ‘skin stress index’, touring Australia, diagnosing the skin of farmers, crossfit athletes, and talent who had never done a beauty campaign, but exemplified skin stressors. We hit the front page of Australia’s largest news source, earned over 56.5M opportunities to see, and stole share from higher-spending competitors, but also genuinely created new reasons to use skincare, driving household penetration.