Can content help solve some of the most serious health issues in America?
Despite years of extensive marketing efforts and a constantly-growing sunscreen industry, skin cancer rates continue to rise in the U.S. Neutrogena launches its own content studio in the hopes that better storytelling will help change consumer behavior for good. Called Neutrogena Studios, the division is starting off with the release of “In the Sun,” a documentary short produced by actress Kerry Washington that will debut on April 21. The new approach leans into long-form content and storytelling formats instead of traditional PSA’s or 30-second spots to help induce a change in consumer behavior when it comes to skin cancer, which is the most preventable form of cancer—and the most common. The first film also finds its plot in tales consumers haven’t seen or heard a ton about as yet. In this case, the many ways people of color are still at risk for skin cancer. As such, “In the Sun” will be distributed across digital channels, especially targeting moms and African-American and multicultural audiences.In addition to working a board of advisors and celebrities, Neutrogena Studios aims to unveil talent from the Ghetto Film School, a diverse group of young filmmakers.
During the pandemic, brands tracked in Gartner’s Digital IQ Index: Beauty prioritized longer videos on YouTube as a way to feel more connected to consumers who weren’t able to come to stores anymore. As the end of the pandemic nears, brands need to be careful not to immediately cut the cord on long-form communications and possibly undo the relationships they built with consumers during the crisis. By leaning into longer videos, Beauty brands that don’t want to have to start from scratch once the pandemic ends should take notes from Neutrogena and set themselves up as the writers of their own marketing story, while also giving their message the time it deserves.