The U.S. acne category has seen little innovation in the past decade. Neutrogena's Light Therapy Acne Mask intended to change that—dramatically. Instead of offering just another variation on standard acne-care creams and gels, Neutrogena was thinking light years beyond the jar.

Such a revolutionary product would need an equally fresh, unorthodox marketing strategy—one that ultimately would mark a number of firsts for Neutrogena and parent company Johnson & Johnson: 'The Power of Light' campaign marked the first time Neutrogena tapped a male teen influencer (Nash Grier) for custom content creation, the first time Neutrogena produced six-second bumper ads, and, most importantly, the first time Neutrogena launched a product with a digital-first campaign in the U.S.

The strategy of firsts paid off in spades. When compared across all brands in Johnson & Johnson's portfolio running Google Preferred (GP) media, lift in ad recall on the campaign was 5X the 2016 average, and lift in product awareness was an astounding 13X the 2016 average. Even better, Neutrogena attributes a lift in sales for the Light Therapy Acne Mask to its YouTube campaign.

So how did they do it? We'll get the brand perspective from Simon Geraghty, the creative perspective from Rachel Berg, and the media perspective from Christine Potter. Together, they'll shed some light on Neutrogena's bold, three-pronged approach to transforming the acne category.