How to get free masks: just by hitting send

My Beauty Diary (我的美麗日記), a Taiwan-based beauty facial mask label, is promoting its latest product line with a campaign allowing users to send its Platinum Series facial mask to friends via the post.The brand, which is yet to have display counter space in Hong Kong, is using social media as the main channel to push the campaign.“I would say Facebook is like a customer service channel for us to hear more voice from fans or customers,” Ariel Chen, product manager and sales manager of My Beauty Diary told Marketing.“Through the campaign on Facebook, we wish our fans and customers to spread our belief to their friends.”Created by PHD Hong Kong, the campaign targets younger customers who already have the habit of sharing."Sharing is another key point in our brand communication as young females like to share ," Chen added.The company will take the responsibility to arrange postage in packages.“By allowing users to send the masks as a gift to friends, the campaign aims to deliver a friendly impression for the brand and to send a message that My Beauty Diary products can actually be a gift to your friend,” said Joe Yu, senior planner of PHD Hong Kong.Running until 12 June, the campaign will extend to print and a seeding and influencer engagement program.Credits:Campaign idea : My Beauty Diary Team (Originated from Taiwan)Media planning : Clement Chung / Rex Tang / Joe Yu / Alley WongWeb developer : REDvolutions Consumer Engagement