Tate McRae’s ‘Secret’ Earns $790,000 in Media Exposure for Neutrogena With Ambassadorship Announcement
Neutrogena’s announcement of Tate McRae as its newest global brand ambassador generated $792,000 in media impact value within a week, according to a new Launchmetrics report. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
The Canadian pop singer stars in the latest Neutrogena Hydro Boost campaign, released on Feb. 4. McRae also made an Instagram post about the partnership, contributing to $442,000 in media exposure for the skin care brand. “The secret’s out,” she captioned the post, teasing a behind-the-scenes video.
Talking to WWD, McRae explained why she partnered with Neutrogena, saying, “when you’re younger and just getting comfortable, you feel you need to put on as much product as possible and just try to find the coolest products. As I’m getting older, I feel simpler is better.”
As part of the Neutrogena Hydro Boost campaign, McRae also starred in a commercial video featuring Dr. Muneeb Shah, who was announced as the brand’s global innovation partner late last year.
“The Neutrogena campaigns have always caught my eye because of the top celebrity talent, which they’ve used to amplify their message with the audience and now, we’re also partnering with world-renowned dermatologists,” Andrew Stanleick, president of Kenvue’s skin health and beauty for North America and Europe, told WWD following the campaign release.
McRae, who also starred in Skims’ winter 2024 campaign, is set to make her “Saturday Night Live” performance debut on March 1.
