Title | REVIVING A BEAUTIFUL LIFE |
Brand | BEIERSDORF THAILAND |
Product / Service | NIVEA CLEANSING WATER |
Category | C02. Use of Social in a PR campaign |
Entrant | SOHO SQUARE BANGKOK, THAILAND |
Idea Creation | SOHO SQUARE BANGKOK, THAILAND |
Name | Company | Position |
---|---|---|
Boonasak Bunnahirun | OgilvyOne worldwide Ltd. | Executive Creative Director, Art Director |
Nopadol Srikieatikajohn | Ogilvy & Mather, Thailand | Vice Chairman |
Tiwat Nitchote | OgilvyOne worldwide Ltd. | Managing Director, Strategic Planner |
Doungporn Chardtong | OgilvyOne worldwide Ltd. | Business Director |
Thai Meesupwattana | OgilvyOne worldwide Ltd. | Account Manager |
Worasit Sangsiri | OgilvyOne worldwide Ltd. | Project Manager |
Tamon Boonyasinghanonda | OgilvyOne worldwide Ltd. | Head of consultant |
Suparkorn Kansamread | OgilvyOne worldwide Ltd. | Senior art director |
Warunyoo Sorasetsakoon | OgilvyOne worldwide Ltd. | Senior copy writer |
Yaniga Lertpimonchai | OgilvyOne worldwide Ltd. | Copywriter |
Chaiyawan Siripornpinyo | Dir4 | Director |
Paramee Soontornwuttinun | Dir4 | co-producer |
Purita Thepkomakorn | Dir4 | Executive Producer |
Patcharin Kongboonwijit | Dir4 | Executive Producer |
Taweesak Naksorn | Dir4 | Director of Photograhpy |
Anupong Posuwan | Dir4 | Director of Photograhpy |
Ornticha Laehsalee | Dir4 | Director of Photograhpy |
Chaowalit Thongkam | Dir4 | Editor |
Doolyakorn Kamonsathianrat | Yggdrazil | Online Artist |
Manorom Hamichart | Temsiang | Sound Engineer |
We wanted to show young women that makeup doesn't have to cause skin problems if you remove it completely. we decided to demonstrate this with someone who wears the heaviest of makeup everyday - a Likay performer. We picked a true story of a young girl named Mhew. She, like most Likay performers, comes from impoverished background and is working at a young age to help out her mom. Like all Likay performers wear heavy makeup nightly, and this is starting to give her bad skin, putting her down the path of her mother. We took care of her skin, by offering NIVEA's cleansing water to return clearness to her skin,and in-turn clearness to her beautiful life.
To effectively reach young women, we went online with a powerful message and a documentary of a girl, their age, that had everything to gain with a proper removal of makeup. We first launched the video on facebook and youtube, then followed by advertorials on popular female channels to help activate the conversations.
- More than 2,880,000 THB worth of PR value - 283% more search volume for the product within 3 months of the campaign launch - more than 3 million views and 6 million reaches - sales increased by 30% for NIVEA Cleansing Water during the campaign period
The campaign created buzz for Nivea regarding their cleansing water product and created a social movement about effective makeup removal on social media. The effort also generated more than 2.8 million THB in PR value.
The target audience was young girls who might be wearing makeup and does not use makeup removal in their normal routines. They often use facewash and feel that it’s enough. The aim is to create awareness for NIVEA’s cleansing water while get young women to rethink their current cleansing routine, and empowering every woman the confidence of having youthful skin.