Neutrogena®, the #1 Face Care Brand, has been delivering accessible, science-backed beauty and skincare products for nearly a century. With their hydration-focused Hydro Boost line, the Neutrogena ® team sought to leverage the product’s unique hyaluronic acid formulation and reinforce their position as an authority in the skincare aisle.
The challenge
The skincare market has grown crowded in recent years thanks to the popularity of new direct-to-consumer brands and boutique hydration products. With consumers increasingly seeking lifestyle recommendations from independent creators on social platforms, legacy brands must look beyond traditional channels to make waves with new products.
To build awareness of their Hydro Boost line, the Neutrogena® team turned to Roku’s innovative advertising formats to ensure maximum impact and broad reach.
The campaign
The approach
As America’s #1 TV streaming platform, Roku has the precise audience targeting that the Neutrogena® team was looking for. In addition to running video ads across the Roku platform, Roku and the Neutrogena® team created a custom Brand Showcase and promoted the destination from a Marquee ad featured on the Roku home screen. This placement, appearing at entry point for all Roku streamers, allowed the Neutrogena® team to reach millions of viewers the moment they powered on their TV.
From the home screen, viewers who engaged with the Marquee Ad were then brought to a dedicated Neutrogena® destination. Here they were served the Hydro Boost video ad alongside an ‘OK-to-text’ action ad that allowed viewers to receive more information about the product on their phones.
As we recently saw in our study on streamers’ social media habits, it’s increasingly common for people to watch TV with a phone in their hand. Nearly two-thirds (62%) of the Roku audience scrolls social feeds while they stream.¹ The campaign for Neutrogena® leaned into the second screen, allowing interested viewers to engage with Hydro Boost without disrupting their streaming experience.
The results
By going beyond video, the Neutrogena® sponsorship unlocked significant reach on Roku. The campaign was exposed to 4.6 million people.² Despite only making up 20% of the total campaign spend, the Brand Showcase was responsible for one-third of the campaign’s exclusive reach, showing how sponsorships can deliver outsized audiences — and value — for brands.³
As the lead-in for all TV, the Roku platform helped the Neutrogena® team find difficult-to-reach viewers before they potentially disappeared into ad-free streaming environments. A huge share of exposed audiences — 69%⁴ — were cordless streamers, unreachable on linear.⁵
“Roku has everything TV viewers want, allowing even legacy brands to find expansive, difficult-to-reach audiences outside of traditional environments,” said Katie Jensen, Manager, Ad Sales, Roku. “Helping Neutrogena maximize spend and find new skincare shoppers who never watch linear TV exemplifies the power of streaming.”
The Hydro Boost campaign led to a significant, 16.5 percentage point lift in purchase intent among males 18 to 35, whereas people who viewed both the video and display units demonstrated a 8.9 percentage point rise in message association.⁶ The campaign also reinforced what we see time and again: Video and display units are better together.
By reaching beyond traditional formats, the Neutrogena® team supercharged their messaging to achieve a meaningful lift in awareness and intent. When brands think outside the box on streaming, the results speak for themselves. And only Roku can deliver unique audience, insights, and formats all in one place.
Want to learn more about Roku Advertising? View more case studies here, and be sure to subscribe to our monthly newsletter.
¹ Roku + Luth Research, 2024
²¯³ Roku Internal Data, 2024
⁴ Kantar Millward Brown, 2024
⁵ Roku Internal Data, 2024
⁶ Roku Internal Data, 2025 | Kantar Millward Brown
