The Brief

The campaign is targeting young, playful female who love to share and receive information from their social networks. The objective is to extend Avene social fans and gain brand likeability. Our strategy is gain new followers from existing Avene followers.

Creative Execution

The uniqueness of this campaign is we choose a special channel: Direct Mail to start the campaign. With zero media invest, Avene use its existing customers to spread the buzz. The campaign received thousands of comments and re-tweet naturally as people are so surprised to received their video with a mouth talking to themselves.

Describe the creative solution to the brief/objective.

To extend Avene social followers by existing customers, we choose an unique touch point: Direct Mail to attract target audience who are fun, playful, young female, which love to share & receive advice from social networks. The creative root is nobody knows better than you do. So we hack in some existing customers’ weibo, create an interactive video by adding animated mouth with Avene advice to their weibo profile picture and send them back by Direct Mail. People are so surprised by the video and share the video to their social friends. After this campaign, the sales of Avene increased significantly, weibo fans increased 200K.

Results

By using this special channel: Direct Mail to start the campaign. We spent ZERO media invest, Avene use its existing customers to spread the buzz. The campaign received thousands of comments and re-tweet naturally as people are so surprised to received their video with a mouth talking to themselves. After this campaign, the sales of Avene increased significantly, weibo fans increased 200K.