Building Brand Authenticity through Genuine Brand Advocacy

Nurturing real-life customer as a brand advocate to create a brand voice relatable to target audience

Associations are key to building brand equity and the NIVEA Girl campaign aims to find the brand voice for the brand that speaks to their key target audience.

Campaign

NIVEA Girl

Client

NIVEA – World’s No. 1 Skincare Brand

Reference URL

https://niveagirl2018.com

Challenge

Unique to the brand locally, the NIVEA Girl contest is a social contest to find a suitable brand advocate from its customers that the brand would nurture and groom as their brand ambassador. The aim was to identify real life customer that best represents the brand who is also relatable to the youthful target audience between 18-30.

The campaign also aimed to drive user-generated content for Cleansing Wipes, sales and education on the differentiation between the product variants.

Approach

A landing page was created to communicate contest mechanics, experiential winner rewards and provide product education on the different product variants.

The contest was Instagram-focused driven by strategically crafted and targeted ads fronted by past contest winners and influencers engaged to drive awareness and participation for the campaign.

Contest communication was focused on experiential rewards offered through winning the contest, stemming from the understanding of customers of today in wanting their voices to be heard and be part of the co-creation process with brands.

Results

The campaign received more than 200 entries on Instagram with the highest sales in the makeup wipes product category during the campaign period.

Creative Lead Generation through Experiential Lifestyle Quiz

Riding on the popularity of personality quizzes to create personalized experiences on digital

Lead generation is ingrained in most of our digital campaigns as we understand the value of data collection and take an ROI driven marketing funnel approach.

Campaign

My Radiant Aura

Client

NIVEA – World’s No. 1 Skincare Brand

Reference URL

http://www.niveasg.com/extrawhitebodylotion

Challenge

NIVEA relaunched its Extra White Body Lotions with the aim to provide a distinct product variant differentiation aimed at different skin needs. For the new product variant, Radiant & Smooth, the brand aimed to issue 3000 samples in the exchange for data collection.

Our objective was to create an engaging digital activity that encouraged social sharing to educate consumers on the different product variants and at the same time collect leads and customer data.

Approach

Lifestyle led personality quiz drove overwhelming participation.

We conceptualized #MyRadiantAura personality quiz, inspired by the popularity of Buzzfeed quizzes based on 3 personality types where the respective Extra White Body Lotion variants would fit into their lifestyles.

The quiz was hosted on a standalone site with additional product education on a separate tab that led to a third party online retailer.

To further encourage social sharing on Facebook and Instagram and quiz participation, apart from giving away samples to the first 3000 participants, users also stood a chance to win a Radiant Aura Box that was curated for their personality type. Each of these boxes included a full-sized NIVEA Extra White Body Lotion and partner brand products which included snacks, accessories, vouchers, etc. that created a personalized lifestyle kit for users.

Customer data collection was collected after used took the quiz to reduce dropout rate, driven by the desire to find out their quiz results.

Results

The brand gave out 3000 samples and collected 5000 leads, out of which 600 user-generated content were garnered. This was the brand’s highest achievement for user-generated content and leads collection for a campaign to date.

Gamifying Product Education in Connected Retail

Driving redemptions and product education offline through online gamification.

Gamification is an addictive hook that can magnify campaign success especially when constructed strategically to include mechanics that drive customer to offline retail stores.

Campaign

Fresh Pressed Radiance Race

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Reference URL

http://cliniquefreshpressed.sg/home/

Challenge

For the new product launch, the brand needed to communicate product benefits in targeting dullness, discolouration and product pairing to boost skin radiance in an engaging and less technical manner that would be able to engage women between 25 – 45. Our objective was to drive traffic to the pop-up and hence drive sales for the product launch.

Approach

Inspired by highly addictive mobile games like Candy Crush, a product-themed multi-level matching game was created on a standalone site to prevent drop outs or barrier to participation for app downloads.
Throughout the game, product tips and education were woven into the game tutorial and game play through game matchings encouraging players to make product matching to score higher points which was in line with the real life recommended product usage.

Game participation and continuity was further incentivized through sampling, discounts and prizes, most of which were geared at driving foot traffic to the pop-up store, thereby creating a connected retail experience that helped drive online traffic to the offline pop-up.

Customer details were collected at the start of game play for lead generation and LCD screens were set up at the offline pop-up so walk-in customers could experience the game in-store as well, creating an omnichannel customer journey.

Results

The campaign collected 3000+ leads and sold out products within the first 2 weeks.

Click & Collect Increases Foot Traffic In-store for a Connected Customer Journey

Creating O2O Customer Journeys that Drive Business Priorities and Improve Customer Experience

Most campaigns only drive momentary traffic to stores. Brands, in the absence of ecommerce, often seek for a long term solution to drive online traffic to their offline stores. Our Click & Collect solution is designed to help your brand complete customer journeys and collect data for leads nurturing.

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Reference URL

http://cliniqueshop.sg/

Challenge

Due to the lack of ecommerce presence, the brand recognized a huge gap in customer journey and mapping digital efforts made online to drive sales in-store. Our objective was to double foot traffic in-store during non-campaign periods and provide a connected retail experience for customers.

Approach

Click and collect product catalogue featuring key product ranges that customers can reserve online.

We created an online catalogue site where customers could shop the brand’s key ranges and reserve their order online. This allowed a connected customer journey for traffic driven from Facebook, Instagram, Blog, Email and Chatbot Messenger.

Through customer data and purchase behaviour collected, we were able to conduct dedicated leads nurturing and retargeting, reduce cart abandonment and increase conversions as compared to driving to third party retailers and offline stores.

Armed with robust customer data, staff in-store were able to improve customer experience, cross-selling and upselling also saw a significant rise due to better understanding of customer behaviour and preference.

Results

Foot traffic in-store doubled with increased conversions in-store through customer data collected that enabled more targeted cross-selling.

Award-winning Experiential Digital Colouring Campaign Loved by All Ages!

Truly Omnichannel Campaign Transcending Boundaries in O2O

Experiential marketing is indispensable if your brand wants to remain relevant and top-of-mind to sophisticated consumers of today.

Campaign

Clinique X Crayola – It’s Playtime!

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Reference URL

http://info.worldofclinique.sg/crayola-coloring-book

Challenge

Crayola is a brand that is part and parcel of many people’s childhood and the brand needed to leverage on this through the brand partnership to create desirability for its limited edition lipstick collection. Our objective was to drive sales in-stores for limited edition Clinique X Crayola Chubby Sticks For Lips through an O2O campaign that engaged the predominantly female audience while invoking shareability through user-generated content.

Approach

Crayola-themed illustration and shades made digital colouring fun & engaging for all ages.

Inspired by partner brand Crayola and the colouring book trend, we created a Clinique X Crayola themed website with a digital colouring engine where users enjoyed the fun and therapeutic experience of colouring through creating their own personalized creations.

To further incentivize participation and drive shareability, users were encouraged to share their unique creations on Facebook and Instagram to stand to win a limited edition Clinique X Crayola set.
Participation quickly took off and our social media was flooded with contest entries and overwhelming positive sentiment on how users enjoyed colouring, some even submitted multiple entries.

Offline colouring stations with personalized portraits drew crowds in-store & drove user-generate content online.

This online campaign was similarly mirrored in its offline manifestation in-store with live colouring stations where customers could colour with actual Crayola crayons and share their physical creations online to enter the contest – forming a seamless O2O experience for customers both online and offline.

Results

Overwhelming entries received from both online and offline consumers.

We received 300+ entries for the giveaway, collected 2000+ leads and the brand saw the highest sales in the lips makeup category for the year.

Digital Advent Calendar coupled with Partner Brands Bolsters Christmas Sales for Luxury Men’s Skincare

Creating a Seamless Customer Journey through Connected Retail

Connected Retail is one of the top solutions sought after by our clients. Brands are constantly looking for ways to engage their audience online to drive sales offline.

Campaign

Holiday Has Arrived

Client

Lab Series – Luxury Men’s Skincare, Estee Lauder Companies

Reference URL

http://www.labseriesholiday.com/

Challenge

With the holiday period buzzing, Lab Series introduced its exclusive gifting bundles which were only available at its two free standing stores in Singapore. Our objective was to quadruple sales for the brand by driving an O2O campaign, such that their bundles were perceived as the perfect gift for men.

Approach

Users unlocked daily deals on site to avail partner brand offers.

We took an integrated approach by creating a social media driven advent calendar, wherein everyday a limited period deal was revealed on Facebook and Instagram. Social media traffic was driven to a landing page to unlock the offer. This digital campaign enabled the brand to collect data as well as create an urgency for leads to go to the store to make their purchase within 2 days of unlocking the offer.

Social Media execution for communication on partner brand offers.

The icing on the cake getting partner brands like Tommy Hilfiger, Dyson, Apple, etc. on board to complete the experiential Christmas gifting.

It gained popularity swiftly as we were able to leverage on the audience of the partner brands as well.

Results

Sales soared in the month of November and December and achieved the highest sales revenue of the year.

Harnessing Customer Loyalty through Experiential Lifestyle Rewards Program

Marrying Data & Technology to Create a Quality Lifestyle Experience that Keep Customers Loyal

Sophisticated customers of today crave experiences with a ‘me-first’ mind set. Our CRM Program is designed to provide this coveted lifestyle experience.

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Challenge

With a highly saturated beauty industry, the brand needed a long-term strategy that would increase recruitment and retention, especially in the younger target audience between 25-34. Replenishment was found to be the key sales driver for the brand and a solution was needed to effectively target current users to encourage repurchase and increment of basket size.

Most importantly, the solution needed to help the brand stay relevant and top-of-mind to customers in the fast-paced and competitive beauty industry.

Approach

We created a full-fledged data and technology led CRM program featuring attractive lifestyle rewards on the frontend and AI predicative analysis on the backend where customer data and purchase behaviour collected was fully leveraged to devise segmented and personalized offers and product recommendations to increase replenishment and increment of basket size.

Customers were incentivized to sign up for exclusive offers and rewards, while various cross industry partner brands offered lifestyle rewards to customers who shopped with Clinique.

Customers were also incentivized to purchase and increase basket size through tiered rewards – a key mechanic that drove the success of the program by providing experiential rewards that helped the brand stand out from its competitors who were mostly focused on providing transactional brand related rewards that have limited influence on purchase decision.

Results

The brand saw a sustained increase in sales in its key third party retailer stores and foot traffic during off peak seasons and were able to better measure ROI yielded through digital efforts to streamline and optimize marketing strategies.

Transformational Brand Campaign Gives Local Brand a Refreshed, New Image

Crafting branded content with inspirational customer stories

Creating a brand voice through real-life customers helps your brand stay relatable to your target audience without losing authenticity.

Campaign

Transform Your Skin

Client

Bio-essence – Singapore’s Leading Mass Skincare Brand

Reference URL

https://www.bioessence.com.sg/bioenergycomplex/blog/

Challenge

As the brand celebrated its 16th birthday, they recognised the need for change to reconnect with a younger audience who are the key drivers of the beauty industry.Our objective was to give the brand a modern update that reach out to a younger audience in the 25-34 age group, at the same time bringing out the key brand message: ‘Transform your skin with positive energy’.

Approach


Real life inspirations by brand advocates created a younger & more relatable brand voice.

We took a content driven approach for the brand restage campaign by identifying loyal brand customers in the target age group and mid-high tier influencers who were familiar with the brand. In line with the transformational process of the brand, we drew inspirational stories from these identified brand advocates who have been on their own transformational journeys. This allowed the brand to tap on relatable and inspiring content that would resonate with the younger target audience who were able to relate to similar situations in their lives.

The stories manifested in interview videos and blog articles that was shared on social media to kick start the brand’s transformation campaign.

Results

The brand successfully increased its engagement with a younger target audience through its restage campaign and uplifted its brand image that paved the way for it subsequent product range restaging.

AI Application for Virtual Chatbot Beauty Assistant

Improving customer experience through intuitive, customizable recommendations by a close-to-life virtual assistant on Facebook Messenger

Our top holistic solution to drive customers online to offline stores with personalized recommendations and providing robust customer data collection for leads nurturing and increasing conversions.

Client

Clinique – Luxury Women’s Beauty & Skincare Brand, Estee Lauder Companies

Challenge

With the rise of purchase decisions being made on Social Media and the customer experience centric approach to trending technologies in the industry, the brand needed a competitive edge to drive potential customers online to offline stores that connected the brands digital efforts to its offline services in-store. Our objective was to drive sampling, complimentary skin analysis and makeovers and sales in-store through custom-fit skincare and beauty solutions.

Approach

Conversational copies increase consumer engagement and experience which encourages use.

We created an intuitive chatbot that assessed user’s skin type and provided the corresponding product recommendations on Facebook messenger.

The product recommendations led directly to the brand’s Click & Collect site where users could make a reservation of the products recommended and pick up them up in-store or book an appointment with a beauty consultant in-store, thereby driving online traffic to offline stores.

Apart from skincare recommendations, the chatbot also encouraged top engagers of the brand to try out seasonal makeup looks to drive complimentary makeover services in-store, creating a hook for customers to book appointments on the chatbot regularly, made effortless due to the seamless appointment bookings made completely within the chatbot itself. The ease-of-access and fuss-free customer journey enabled connected retail as part of the brand’s always-on strategy.

The robust data collected by the chatbot through the skin type assessment enabled beauty consultants to better provide recommendations and cross-sell products to increase basket size and conversions in-store. This data was also further leveraged for predicative data analysis using AI application that further enabled optimization of segmentation, personalization and retargeting to increase conversion rates and later fed to the CRM loyalty program to increase overall efficiency in leads nurturing down the marketing funnel.

Results

The introduction of chatbot messenger increased sampling, skin analysis and makeover appointments in-store and increased conversions by two-fold as compared to regular walk-ins. It also proved a highly valuable resource in supporting the brand’s CRM program through AI application predicative analysis with customer data and behaviour collected.