With the hype around women posting #nomakeupselfies we took the opportunity to gain some positive brand exposure for the newly introduced Johnson’s® Adult Face Care Wipes.
  • Create exposure for a new product
  • Improve impression of Johnson’s® as a brand by giving back to a worthwhile cause
  • Interact with clients
  • Make users feel special by helping them donate to a great cause


The final site was a one page website that linked to user accounts a published all mentions of #nomakeupselfie from South Africa. R10 was donated to breast cancer for ever “selfie” posted.

Once we reached R30 000 we displayed a message of thanks and closed the campaign.

Simple as that!

Website screenshots

Screen Shot 2014-05-19 at 1.35.02 PM

Users posts using #nomakeupselfie

Created whilst working for 140BBDO

Final Result


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