Upselling through Curated Lifestyle Merchandising & Influencer Partnership

Specially designed and curated product kits add a touch of luxe and personalization to help drive purchase decision

Through visual merchandising and segmentation, a dream lifestyle featuring relevant products were fronted by strategically selected influencers who embodied the coveted lifestyle.

Campaign

Bio-Gold

Client

Bio-essence – Singapore’s Leading Mass Skincare Brand

Challenge

As part of their restaging campaign, the brand sought to reach out to a younger target audience between 25-34 for its Bio-Gold range, and at the same time drive sales for the luxe-looking 24K gold product.

Approach

We identified popular lifestyle verticals coveted by the 25-34 age group according to which customized product kits were curated and designed to complement these lifestyles.

To further anchor the lifestyle driven approach taken, relevant influencers who fit the respective lifestyle verticals were engaged to advocate the respective boxes that exuded luxury in line with the product range.

These limited edition kits were marketed through trade partners to drive sales in-store by upselling the product range in curated limited edition lifestyle kits, framed as a collector’s item that appealed to a younger audience who value the lifestyle experience.

Bio-essence Uses Augmented Reality App to Illustrate Product Efficacy

Creating experiences through augmented reality to drive shareability

The explosion of social media has shown us that people enjoy documenting and sharing their experiences and this is what we tapped on to engage our target audience for the campaign.

Campaign

Bio-VLift Gift of V Face

Client

Bio-essence – Singapore’s Leading Mass Skincare Brand

Reference URL

Download on Apple here: http://bit.ly/VLiftAppiPhone
Download on Android here: http://bit.ly/VLiftAppAndroid

Challenge

As part of their restaging campaign, Bio-essence gave a face lift to their best-selling face lifting range, now known as Bio-VLift.

Our objective was to create awareness for the restaged product range and communicate the product efficacy of creating a sharper, more contoured, v-shaped face, now infused with new key ingredients Black Orchid & Royal Jelly.

As the campaign falls during the Mother’s Day period, there was also a need to target youths to gift the product to their mums.

Approach

We created an AR Photo Filter App with 3 exclusive product themes, one of which is dedicated for Mother’s Day.

Each of these photo filters featured the key products of the range as well as the key ingredients.
A V Face toggle was designed to allow users to sculpt their desired V Face Selfie just as the product would help in sculpting the contours of the face.

App mechanics were strategically made to drive customers to third party retailer stores with an exclusive offer when users shared their selfies on Instagram. This was aimed aimed to drive user-generated content and engagement online that at the same time drove sales in offline stores to provide a connected customer journey. Shareability on social media was further incentivized through a giveaway.

Customer data was collected through the app to facilitate lead generation and future retargeting.

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.