Blending Advertising with Entertainment for Award-Winning Impact
ABOUT TYLERTyler Rochwerg is a Forbes 30 Under 30 marketer who builds brands at the nexus of advertising, entertainment, and culture for iconic brands like Neutrogena, Listerine, and Coca-Cola.
Based in Los Angeles, Tyler is a true “intrapreneur”, driving innovation and unlocking creativity on any team he is a part of.
Tyler most recently led the integrated brand marketing team for Neutrogena, where he spearheaded the brand’s partnership with Coachella, and built the company's first-ever in-house content studio, which earned a Gold Effie award. He was an active member of the LGBTQ+ group at Johnson & Johnson, currently advises for MarTech startups, and is a VP of his business school’s alumni chapter. Tyler strives to live a life of passion, positivity, and kindness, fueled by a spirit of adventure in all that he does.
Brands I've Worked With
Case Studies
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Case Studies 〰️
Case Study: In the Sun
The Challenge: Skin cancer rates continued to rise in the US, becoming the most common, but also most preventable cancer.
The Idea: Use entertainment, not advertising, to help the #1 sunscreen brand in the US drive behavior change with consumers.
Launched Neutrogena Studios to create unbranded educational content — starting with a documentary produced by brand ambassador and award-winning actress Kerry Washington.
The Results:
Film premiered at the Tribeca Film Festival and saw 14,000,000 views online.
89% of consumers said they’re more likely to wear sunscreen after viewing the film.
85% of consumers said they are more likely to do a skin self-exam.
Project won a Gold Effie Award for effectiveness.
Highest-selling and fastest-growing sun season in 5 years
Case Study: Coachella Partnership
The Challenge: Grow sales of key Neutrogena products by reaching Gen Z consumers during a key cultural moment.
The Idea: Make Neutrogena the first-ever skincare sponsor of Coachella with an immersive experience and free sunscreen dispensers.
Led the cross-functional brand sponsorship and product marketing campaign of Neutrogena at Coachella, with an integrated marketing program that included on-site experiential activation, paid social buy across TikTok, Meta and Google, and trip for 54 influencers.
The Results:
Drove 900 million media impressions
Neutrogena rated the #2 most enjoyed activation at Coachella, despite competing against long-time sponsors AMEX, Heineken, and Coca-Cola.
Omni-channel campaign led to the first share growth for the brand in over two years at Kroger, the highest ever April sales week on Amazon for the brand, plus a 157% sales lift at Ulta Beauty during the activation period.
+157% sales lift for Neutrogena at Ulta Beauty
Case Study: First Frame Program
The Challenge: Grow Neutrogena brand affinity with a new generation, who did not grow up with Neutrogena.
The Idea: Establish the First Frame Program, powered by Ghetto Film School and Grammy-nominated duo Chloe and Halle Bailey, to empower aspiring Gen Z filmmakers to create short films that lived into Neutrogena values.
Developed a fellowship program to empower Gen Z consumers to tell stories about ”a world where skin is not a barrier to unlock what’s best for you.”
The Results:
Drove a +26pt brand lift for Neutrogena with Gen Z consumers.
Developed a race & implicit bias school screening program that reached over 35,000 students. 89% said it helped them think differently about diversity.
PR campaign earned 624,000,000 impressions.
Films placed in competition at two Oscar qualifying film festivals.
+26pt brand lift for Neutrogena with Gen Z consumers
Case Study: Skin360 App
The Challenge: Demystify the overwhelming skincare category for new consumers.
The Idea: Create a free derm-grade skin scanning app to make ‘skin science’ less 'rocket science’.
Oversaw product marketing and product management and launched the Neutrogena Skin360 app at CES to position Neutrogena as an innovative brand, demystifying skincare, and providing users with over 500,000 personalized regimen combinations.
The Results:
Neutrogena named #1 in Skincare on WWD’s Most Powerful Brands in Beauty list, and earned over 2.5 billion PR impressions.
Drove over 80,000 new users to the brand.
Won 4 Best of CES Awards including USA Today and Wired.
App users converted at a 4x higher rate and spent +60% more on average than those who didn’t.
Scaled experience to in-store partnerships with CVS and Walmart.
App users spent +60% more on Neutrogena DTC
Case Study: Metaverse Beauty Week
The Challenge: Explain how Neutrogena products “Boost Your Skin’s Vitals” while appealing to a Gen Z audience.
The Idea: Build a immersive deep-dive into the science of skincare via 5 custom games during Metaverse Beauty Week.
In Spatial and Decentraland, Neutrogena created 5 custom games that used edutainment to launch their new brand platform. Alongside a virtual avatar of brand ambassador Kerry Washington, users combatted dryness, lack of sleep, stress, and sun to unlock two exclusive “Skin’s Vitals” wearable NFTs.
The Results:
Consumers engaged with the Neutrogena space 8x more than any other zone
Five-level game saw a 92% completion rate
Neutrogena NFTs were claimed more than any other brand participating
31,200 interactions with our custom Kerry Washington avatar
SKILLS
Product Marketing Strategy
Brand Building
Integrated Marketing
People Leadership
Digital and Web3 Marketing
Brief Writing
Paid Social
Organic Social
Content Development
Brand Partnerships
Celebrity Talent and Influencer
Experiential Marketing