Neutrogena — "Seasons" Consumer-First Social Strategy
To evolve Neutrogena’s social presence from brand-led to consumer-centric, I architected a comprehensive content framework titled "Neutrogena Seasons." The strategy was founded on a simple realization: the brand’s traditional calendar was disconnected from the rhythm of the modern consumer’s lifestyle. By auditing the consumer’s actual social calendar—reimagining February as a month-long celebration of connection, or positioning Fall as a holistic period of personal and emotional transformation—we realigned our creative output to match her authentic journey. This strategy allowed the brand to curate campaigns that felt inherently native to her feeds, shifting the social presence from passive content to an active, essential part of the consumer's daily life.
