Creative Execution

We created an online site “SECRETS LEAK” and launched it via a nationwide teaser leading women to the site. Once they access the microsite, they will expose to our secret beauty tips in form of webfilm, picture and word content based on our products that they can easily do with. Then, in order to let consumers help creating content, we asked them to share their secret beauty to get access and see other secrets. Finally, we launched product demonstration to drive store traffic and sales.

2 weeks after the campaign has launched, we had more than 262,000 people visit the microsite. After leaking hundreds of our secrets, consumers continued to generate and share their own secrets, in fact well over a thousand, bring the total to 1500! Oriental Princess Stores traffic rose and “Secrets” product sales both increased by approximately 30%. The campaign spread online across national Thai media, generating free PR and positive WOM. This campaign could entertain women and encourage them to share good things with each other. Therefore, “Secrets” not only intrigued and helped women, but was also “on-brand” and ‘on-culture”.

Thailand’s “Oriental Princess” cosmetic brand launched SECRETS Limited Edition to existing customers via an online campaign with expectation that store traffic would increase by 10%, that as many consumer secrets would be created as we had made and that we would get 100,000 visitors to the micro-site. Thai women are known for their modesty and politeness and feel more comfortable getting beauty tips online rather than asking their friends, especially as some topics are rather personal, such as the problem of “small boobs” or being rather ugly. The idea: Behind beauty, there are always secrets. The best beauty tips are kept by women. Our task was to make them reveal them. We found research showing women could only keep a secret for 32 minutes. So our strategy was to collect and leak secrets every 32 minutes.