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.

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.

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.

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.

FemPeers – The Only Kit You Will Need. Period.

Building brand equity and collecting leads creatively through lifestyle.

Marrying creativity with data and technology is an approach we strongly believe in which comes through in our campaign executions. The Periods Awards for FemPeers is one in many of our work that stems from this.

Client

FemPeers – Menstruation Social Enterprise

Challenge

  • Generating leads for a new start up business focused on feminine hygiene, well-being and empowerment.

Solution

  • Engaging target audience online with humorous and relatable awards nomination that encouraged shareability and the classic word-of-mouth.

Results

We received 100 nominations in 1 month to help the brand kick off its leads generation and nurturing processes.