Title | SELFIE |
Brand | AVENE |
Product / Service | AVENE MAKE-UP |
Category | A06. Use of Social in a Direct Campaign |
Entrant | FRED & FARID SHANGHAI, CHINA |
Entrant Company | FRED & FARID SHANGHAI, CHINA |
Advertising Agency | FRED & FARID SHANGHAI, CHINA |
Production Company | KILLDEATH Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Fred/Farid | FRED/FARID SHANGHAI | Executive Creative Director |
Gregoire Chalopin | FRED/FARID SHANGHAI | Creative Director |
Laurent Leccia | FRED/FARID SHANGHAI | Associate Creative Director |
Laurent Leccia | FRED/FARID SHANGHAI | Art Director |
Laurent Leccia | FRED/FARID SHANGHAI | Copywriter |
Annie Dai | FRED/FARID SHANGHAI | Account Director |
September Guo | FRED/FARID SHANGHAI | Account Manager |
Terry Jin | FRED/FARID SHANGHAI | Agency Producer |
Gianpolo Lupori | Director/Dop | |
Shihui Qiu/Blinde Wu | FRED/FARID SHANGHAI | Editor |
Igor Dvorkin/Freddy Gottlieb/Duncan Pittock/Ellie Kidd | Music Composer |
The objective is to create a viral campaign to engage Avene target audience to meet Avene new product couvrance make-up corrector. With the background, the word SELFIE has been selected as "word of the year" by the Oxford dictionary. It is found that in China women like to take selfies with the exactly same position. Using this chance, we choose several WEIBO influencers and engage with them to show it’s boring to keep the same pose, and Avene think it’s time change your pose, instead, it’s time to show your 360 beauty.
Our strategy is to create a viral video with a series of Seflie with the exactly same position, in the end we raise the question: have you ever thought about changing your pose? We proved how boring the keep the same pose and we encourage people to take the chance to show your 360 beauty. And the strength of the idea is the high engagement with the Weibo influencers; with ZERO investments, the marketing result is very promising. Avene weibo followers increased 200K after the campaign.
We are targeting social generation who often share their selfies on their social networks. In 2014, SELFIE got selected as the “word of the year" by the Oxford dictionary. It’s an unique opportunity to reveal the truth of Selfie takers in China. Our goal is to build up product awareness through a viral video that make people realize you can show 360 beauty.
The SELFIE campaign succeeded in gaining brand awareness and winning brand likeability. After campaign launched, the traffic of brand website increased over 1M, and Weibo followers increased 200K during the campaign period!