To launch its Collagen Bank skincare range in Spain, Neutrogena and Ogilvy built a three-phase campaign that took the brand from exclusive KOL events to street-level activations and a prestige partnership with Vogue — all tracked and optimised through Kolsquare.
%20(1).webp)
Neutrogena is one of the world's most recognised skincare brands, trusted by dermatologists and consumers alike for its science-backed formulations. Known for iconic products like the Norwegian Formula, the brand holds a strong position across Europe and Latin America as a leader in dermatological skincare. In Spain, the brand is distributed widely through pharmacy and mass retail channels, with a growing digital and social presence designed to connect with modern consumers at every stage of their skincare journey.
Ogilvy Spain is one of the country's most established creative and communications agencies, with deep expertise in integrated campaigns, experiential marketing, and influencer strategy. The agency has a long-standing relationship with Neutrogena, combining creative storytelling with data-driven planning to deliver campaigns that cut through in a highly competitive beauty and skincare market.
The Collagen Bank range represented one of Neutrogena's most ambitious product innovations in recent years. Built around a patented micropeptide technology designed to protect and stimulate the skin's collagen reserves, the line demanded a launch strategy as disruptive as the science behind it.
The challenge was threefold.
The market context made the task even more complex. Anti-ageing skincare is one of the most crowded categories in beauty, with both prestige and mass-market brands competing for share of voice. More than a simple product launch, standing out in the market required generating a fully-defined cultural moment.
Ogilvy structured the Collagen Bank campaign in three distinct phases, each targeting a different audience and designed to build on the momentum of the last. The central campaign concept worked as the connective thread for each phase: the idea of "investing" in your skin's collagen, framed around the metaphor of a bank. It was a concept that gave every activation a coherent identity while adapting naturally to different contexts and formats.
The campaign opened with an exclusive event designed to introduce the Collagen Bank range to 91 KOLs, beauty press contacts, and pharmacy professionals. The venue was transformed into a replica of a real bank where visitors made "deposits" in the future health of their skin.
Four tailored sessions ran throughout the day, each pitched to a specific audience segment: beauty media, pharmacy professionals, and influencers. Neutrogena's own R&D team attended to walk guests through the micropeptide technology, while Dr Natalia Jimenez (@dra.nataliajimenez, 28K followers Instagram), dermatologist and brand ambassador, gave in-depth product demonstrations. The result was a launch that felt authoritative and immersive, rather than promotional.
For Rocio Bustamante, Business Director and Head of Influence Marketing at Ogilvy Spain, the quality of the KOL selection going into this phase was critical.
"With a campaign like this, you cannot afford to get the casting wrong," she explains. "We needed profiles whose audiences genuinely care about skincare science, not just beauty aesthetics. That level of precision requires proper data, not gut feel."
With the professional and media community engaged, the campaign shifted attention to the general public. Ogilvy deployed the Neutrogena Bus, an experiential activation parked in Madrid's Plaza de Castilla, where an interactive roulette wheel allowed passersby to win products, accessories, and brand merchandise. It was high-energy, accessible, and brought the concept of the Collagen Bank to life in a format anyone could engage with.
More than 1,000 people interacted with the activation, and the content generated from the event extended its reach well beyond the physical footprint of the bus.
The campaign's final chapter placed Neutrogena at one of Madrid's most coveted lifestyle events. Vogue's Mercado de las Flores attracted more than 33,000 visitors; Neutrogena's stand on Calle Jorge Juan offered product trials and exclusive discounts at neighbouring pharmacies, closing the loop between discovery and purchase. Vogue's own editorial and social channels amplified the presence, adding premium visibility to an already high-impact activation.
The diversity of the campaign's three phases meant that creator selection could not be a one-size-fits-all exercise. For the launch event, the team needed KOLs with credibility in the skincare and dermatology space, audiences with a genuine interest in science-backed beauty, and the ability to communicate complex product benefits in an authentic way. For the wider seeding campaign, the criteria shifted towards reach, trend relevance, and the capacity to generate content that felt native to Instagram and TikTok.
"We work across a wide spectrum of profiles, from nano influencers to macro creators and media partners," says Rocio. "What matters is that each profile is right for the specific objective. For Collagen Bank, the science angle meant we were very selective about who we brought into the launch event. These were people we trusted to understand the innovation and communicate it well to their audiences."
Kolsquare sat at the heart of Ogilvy's planning and measurement process throughout the Collagen Bank campaign, providing the data infrastructure the team needed to make confident decisions and demonstrate clear results to their client.
During the discovery phase, Kolsquare enabled the team to move beyond subjective aesthetic judgements and identify profiles based on verified audience data: demographics, credibility scores, engagement rates, and audience location. For a campaign targeting Spanish consumers through pharmacy channels, the ability to filter for local audience concentration was particularly valuable.
"Kolsquare allowed us to be much more precise in our KOL selection than we could have been otherwise," says Rocio. "When you're working with a brand like Neutrogena, the stakes are high. You need to be able to show the client exactly why you've chosen each profile and what the data says about their audience. Kolsquare gives us that confidence."
Once the campaign launched, the team used Kolsquare to monitor content performance in real time across all three phases. Every piece of creator content was tracked against benchmarks, allowing the team to identify which profiles and formats were generating the strongest engagement, and which activations were delivering the best return on investment.
"Being able to track all three phases of the campaign in one place in Kolsquare was enormously useful," Rocio explains. "We could see very quickly after the launch event which posts were performing above the creators' own averages, which told us a lot about what was resonating. That kind of benchmarking is something I rely on for every client report."
EMV tracking was another critical function. The ability to quantify the earned media value generated across both paid and organic content gave the team a clear basis for demonstrating campaign impact to Neutrogena, and for benchmarking the Collagen Bank launch against previous campaigns and industry standards.
"For a multi-phase campaign with different types of KOL, different events, and different content formats, having a single platform where you can see the full picture is essential," says Rocio. "Kolsquare helps us tell the whole story of a campaign, not just the headline numbers."
Across all three phases, the Collagen Bank campaign generated more than 11.2 million impressions, 122 pieces of content, and direct engagement with an estimated 34,000-plus people through in-person activations.
Critically, the campaign built brand equity beyond pure reach metrics. By bringing pharmacy professionals and beauty KOLs into the same immersive environment, and giving them the depth of product knowledge to speak credibly about the science, Ogilvy created a network of informed advocates who continued to generate content and recommendations well beyond the initial activation.
Rocío concludes with a reflection on the campaign's true success:
"What I'm most proud of is that this was one of those campaigns that manages to go beyond the purely professional. Seeing friends and acquaintances tell us they'd seen it and felt it was the confirmation that we achieved a real, meaningful impact."
This accomplishment, she adds, would not have been possible without the close collaboration and shared vision between the agency team and the client — a synergy that allowed Collagen Bank to be not just a launch, but a culturally relevant moment that left a lasting impression on the audience.
What to learn more about how you can transform your influencer campaigns into cultural moments? Book a demo with a Kolsquare influence expert today.
Every month we gather the top data, trends, and analysis on the creator economy. Only what matters. Straight to your inboxCreator Economy. L’essentiel, directement dans votre boîte mail.
.webp)
.webp)
