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.

ZeeTV APAC Builds Brand Equity by Empowering Female Entrepreneurs

Launching an initiative for women, by women, to engage a female target audience

Campaign

SHEVentures

Client

ZeeTV APAC

Reference URL

http://apac.zeetv.com/sheventures

Challenge

In 2017, ZeeTV completed 25 years as an entertainment channel and Zee Enterprises rebranded themselves. Along with a new logo, Zee Enterprises also got a new motto – ‘Aaj Linkhege Kal’ which means rewrite your destiny in English.

ZeeTV’s viewers were predominantly Indian housewives and with the rebranding, the aim what to connect to with the modern independent women of today.

Our objective for the campaign was to build brand equity and increase brand awareness in the APAC to tap into new audiences by celebrating modern women who were representative of the target audience the brand was seeking.

Approach

We created SHEVentures, a female entrepreneur contest where people could sign up on a landing page to provide their details and information about their business to enter the contest for data collection.

What stood out for this contest was the 12 brand partnerships we engaged to provide meaningful, experiential rewards for the 20 winners to help them to continue blooming in their entrepreneurial journey. These experiential rewards include a 2-day Entrepreneurship Development Workshop at SP Jain Singapore where the winners will get the opportunity to learn from partner educator brands on how they can continue to grow their business, such as Hubspot, Facebook’s She Means Business, SP Jain School of Global Management, Startup-O and an Inter Nations ambassador.

During the 2-day workshop, partner brands True Fitness and NIVEA also provided the winners goodie bags for the winners.

The top 20 winners also received the chance to be featured across ZeeTV’s platforms for increased visibility and recognition for their hard work. They also won airtime on the channel which they can use to further advertise their businesses across APAC.

To drive the campaign, we created multiple Facebook and Instagram ads to call out the experiential rewards for the contest as well as released a press release to drive awareness for the campaign. The press release was featured on Connected To India:
https://www.connectedtoindia.com/zee-tv-launches-initiative-for-women-entrepreneurs-in-singapore-3972.html

Results

SHEVentures Top 20 at the Entrepreneurship Development Workshop with the ZeeTV APAC.

We received 100 entries and held a successful 2-day workshop with the 20 winners and brand partners.

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.

Journey Mapping Eexercise to Launch Grohe’s First Virtual Reality App for Architects & Designers

Adopting a digital method for the sales field team of Grohe wherein through VR app they could showcase the brand’s new products and services to architects and designers, letting them visualize how the products would fit into their customers renovated home.

360° virtual transformation gives customers the instant gratification of turning their dreams to a reality, forming a catalyst for purchase decision.

Client

Grohe Singapore & India, LIXIL

Challenge

The sales field team does not always carry with the mall the 3D specs sheets and product catalogues to show architects and designers on- the-go. Hence, the brand needed a solution to mitigate this gap in customer journey and experience. Also, bigger and better visualizations of dream homes have become important for these architects with the evolving expectations of their client.

Solution

We created a 360° Virtual Reality Interior Designer Assistant which the brand could use in showrooms and homes, comprising of the brand’s entire product catalogue.

Results

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.