| Title | THE TWO FACES OF LOVE |
| Brand | UNILEVER TAIWAN |
| Product / Service | POND'S |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Entrant Company: | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Sales Promotion/Advertising Agency: | PHD TAIWAN Taipai, CHINESE TAIPEI |
| 2nd Sales Promotion/Advertising Agency: | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Tony Liu | Webgene Information/Inc. | Creative Director |
| John Yang | Bremen Digital Creative/Inc. | Executive Director |
| James Tung | Webgene Information/Inc. | Project Director |
| Flair Cheng | Webgene Information/Inc. | Associate Project Director |
| Doris Chou | Webgene Information/Inc. | Senior Project Planner |
| Yvonne Wang | Bremen Digital Creative/Inc. | Associate Account Director |
| Domingo Yu | Webgene Information/Inc. | Art Director |
| Ho Tsui | Webgene Information/Inc. | Copy Director |
| Cecilia Shin | Bremen Digital Creative/Inc. | Associate Copy Director |
| Kin Chen | Webgene Information/Inc. | Interactive Media Director |
| Vicky Lu | Webgene Information/Inc. | Senior User Experience Designer |
| Peter Hsu | Webgene Information/Inc. | Senior Interactive Media Designer |
| Parris Chou | Webgene Information/Inc. | Copywriter |
| Evan Yen | Webgene Information/Inc. | Senior Interactive Developer |
| Swin Liu | Webgene Information/Inc. | Interactive Developer |
| Chris Lin | Webgene Information/Inc. | Internet Developer |
In recent years, POND’s has shifted to target the younger generation. For the 2012 annual goal, POND’s planned to be recognized as “the” value brand for skincare and become the First Choice on the shopping list for young girls in their 20-30’s through online media.
But how do we communicate with target audiences via the internet and transfer online influence into actual sales? Firstly, we combined the insights of genuineness and disguise that women experience in love to create a micro movie- The Two Faces of Love. Secondly, we connected the official website, YouTube and Facebook fan page to spread this subject among major digital platforms. Moreover, we dropped a hint of channel information in the movie to successfully transfer click rate into actual sales up 20-30%!
The Micro movie has created a great buzz on the digital platforms and accumulated over 1million viewers. Meanwhile, the official website collected 160 thousand visits with an average of 10mins on site, which is about double the time compared to other activity sites. More importantly, we received countless feedbacks online. Thousands of fans joined the fan club and left messages saying that they hastened to purchase the products upon seeing the movie and to share their comments on our fan page. It showed that the story-telling strategy worked out and created not only a huge topic but also stimulated the sales.
Why a micro movie? Since last year, trendy dramas have become very popular amongst 20-30 year old girls. Being the target audiences for POND’s makeup remover series, the idea to approach those TAs in the form of a trendy drama seems to be a perfect choice. Meanwhile, the length of a trendy drama is advantageous for a comprehensive communication of makeup bi-effects and for demonstration of a handy product. Grasping the insights that our TAs enjoy watching love stories, we communicated with them by story-telling strategy. Bridging brands with the consumers, we successfully associated the products with users and hence boost sales.