The Campaign

A lot of trendy idol dramas, particularly those telefilms with love stories, were broadcasted on different TV channels in Taiwan since 2011. It results in a great challenge for branded entertainment through conventional TVC, because multiple TV channels divert the focus of general public. Therefore, a 'micro film frenzy' has become raged in Taiwan since the spring of 2012. 'Yahoo! Taiwan' even established a Micro film channel. According to a survey, there were around 15 micro films released through Youtube or Yahoo! Micro film channel in April 2012. During that period, the Pond’s 'The Two Faces of Love' campaign was also launched.

Results

The challenge: While incorporating the concept 'with or without makeup, you can be beautiful' into this micro film is a must, how can we catch the TAs’ attention by creating a unique and continuing impression, and therefore stand out among other micro films? The Objectives: We aim to communicate the benefit of Pond’s makeup remover product series through the micro film, and shift the target audience to be the younger generation. Ultimately, we want Pond’s to be recognized as the first choice skincare brand. The Strategy: We were inspired by Taiwanese young female love stories and created the micro film 'The two faces of Love'. Also, we observed the insight that most people in Taiwan love to sing. Hence, we invited a famous singer, Lara, to compose the lyrics of ‘Darling’, the very first 'makeup remover song', as the theme music. Through the most touching music, we amplified the branded entertainment effect and set up a unique image among all the other micro films. The Execution: In the micro film, Lara played 2 roles; one glamorous singer with impeccable makeup, and one next-door girl without makeup and developed a tangled romance with a boy. The theme music, ‘Darling’, was played in every opening, every splendid plot, every makeup removing moment, and in the last episode when the concert was performed, to build up the climax of the storyline. We arranged a specific press conference; while Lara sang ‘Darling’, it led to massive media coverage. We also gave away CDs and posters as event gifts for the fans. As the lyrics played “Darling, if no makeup is the love of beauty, this time I will give you my heart with transparency”, the main concept was intensified.

We made a micro film with 6 episodes, and released one every week. After the first episode was broadcasted, the audiences showed their expectations passionately. They gave comments such as ”oh no…I don’t want to wait for another week…” or “when will the third episode be released?”. It was estimated more than 1 million viewers had watched this micro film. The theme music ‘Darling’ also became a media hype among the viewers. They enthusiastically inquired how to get the music. Some fans edited the micro film plot themselves, and shared the music video on Youtube.

The micro film created a great buzz on major digital platforms and accumulated over 1 million viewers. With sns promotion only, the single ’Darling’ was on the top 100 download chart in the first week on KKBOX (music download website in Taiwan). Fans asked eagerly for the lyrics and the guitar notation. The complete version of ‘Darling’ reached 120K viewers in merely 2 months. This song has been mentioned along with our brand Pond’s all the time. Finally, the best thing is the sales figures of Pond’s makeup remover product series rocketed up to 30%.