SELFIE

TitleSELFIE
BrandAVENE
Product / ServiceAVENE MAKE-UP
CategoryA06. Use of Social in a Direct Campaign
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA
Production Company KILLDEATH Shanghai, CHINA

Credits

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 Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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!