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Shu uemura asks bloggers to lead new content strategy

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Interactive isn’t necessarily restricted by digital – shu uemura is proof of that with a card game as a by-product to back its new product launch.Created by Curious Few, the branded card game, Makeup Roulette, aims to add some fun in its newly launched cleaning oil Porefinist, alongside a launch video featuring beauty and fashion bloggers Hana Tam, Zoe Suen, Bren Lui and her boyfriend. the viral video is a 30-second outdoor spot and a social media campaign, which encourages Facebook users to purchase the new product to take away card games.“Together with the shu uemura creative team we took a different approach from the usual product demonstration fair that plagues this category in terms of creativity and created a limited edition product,” said Man Kit Lee, co-founder and creative director at Curious Few.“The campaign suggests a new way of how brands can use bloggers to create owned content instead of depending on sponsored videos.”The campaign will run until the end of April.CreditsCreative agency: Curious FewCreative team: Man Kit Lee, Fenris Kau, Sylvia Mai, Wayne Lau and Howard KwongDirector: Victor Manggunio from Noodle Hong KongClient marketing team: Diane Ho, Niki Lo, Kim Lo, Mabel Lee and Veronica Suen

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