Kao Singapore and Hakuhodo Singapore have launched a new campaign to promote the brand’s Bioré UV Body Care Serum. The campaign targets office ladies and involves interactive educational content to allow viewers to participate in the storytelling process.
Supporting the content on mobile, the integrated campaign also included time-sensitive engagement in the digital space, as well as traditional awareness messages on traditional media. This is to educate its target audience on the importance of UV protection and hydration.
Since its launch three weeks ago, the video has been watched for almost 31,000 minutes with more than 80,000 views thus far, resulting in a 47.5% engagement rate, said the agency.
“To gain traction with our target audience, we needed to up the ante. Leveraging on mobile, digital and conventional media, we were able to expand our reach to a targeted audience, more efficiently and effective,” Chua Hui Min, Kao Singapore brand manager, said.
“For any piece of content to be successful, it has to be personalised and speak to a specific person with a specific need in their specific buyer journey. Through a mashup of day parting, content, and mobile strategy, we empower the ladies to be their own bosses to interact and be educated, all in their own time,” James Keng Lim, creative director of Hakuhodo Singapore, said.
Most recently, the brand created its own digital influencer. Called Biore Belle, the “influencer” has her own Instagram page, where she touts the benefits of Biore Cotton Sheets, along with beauty tips and updates on her daily “adventures”.
This was told through a series of vignettes via an unfolding panorama, formed by a set of connecting images which are seen as one big picture on Biore Belle’s Instagram feed.