Title | SECRETS |
Brand | O.P. NATURAL PRODUCTS |
Product / Service | ORIENTAL PRINCESS |
Category | B02. Fast Moving Consumer Goods |
Entrant | JWT BANGKOK, THAILAND |
Entrant Company | JWT BANGKOK, THAILAND |
Advertising Agency | JWT BANGKOK, THAILAND |
Production Company | NAKED Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Satit Jantawiwat | JWT Bangkok | Chief Creative Officer |
Damisa Ongsiriwattana | JWT Bangkok | Creative Director |
Warunpon Trithepwijit | JWT Bangkok | Creative Group Head |
Nopparath Eksuwancharoen | JWT Bangkok | Art Director |
Pimmard Leenutaphong | JWT Bangkok | Group Account Director |
Surapong Chanprasert | JWT Bangkok | Account Manager |
Iain White/Rujeeporn Navakul | JWT Bangkok | Planner |
Jiroj Mechoojit | JWT Bangkok | Production Director |
Sittisiri Mongkolsiri | Naked | Director |
Wutthirai Piriyapakdeekul | Naked | Cinematographer |
Nutthiya Noomrukyam/Sorraros Junheng | Naked | Production Producer |
Sorawit Seenamngoen | Naked | Gaffer |
Sippanart Oransaritkul | Matad | Editor |
Cesar B. De Guzman | Smallroom | Music Composer |
Kulsak Thamsanong | Sounds Good Studio | Sound Designer |
Wittaya Boonvitichot | Sounds Good Studio | Production Designer |
Gnome Post | Gnome Post | Animator |
One Cool Production | One Cool Production | Special Effects Company |
Keatnapin Sopinnon | Jongluckdee | Head Of Creative |
Wichian Youngmeesuk/Prapat Tungsomboon | Jongluckdee | Head Of Digital Production |
Thailand's 'Oriental Princess' cosmetic brand launched SECRETS Limited Edition to existing customers. 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 strategy: Behind beauty, there's 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.
Thai people admire natural beauty; they don't want others to know they make a big effort to be gorgeous. We drove strong curiosity by showing honest, helpful beauty tips that no women would want to admit using. The online platform, helped women share their secrets anonymously. Oriental Princess understands Thai women better than others, and its online community, 'Oriental Princess Society', emphasizes women's 'togetherness'. Therefore, this campaign could not only entertain women but also encourage them to share good things with each other. In this way 'Secrets' not only intrigued and helped women, but was also 'on-brand' and 'on-culture'.
We created an online site 'SECRETS LEAK' and launched it via a nationwide teaser leading women to the site. Over 300 secrets were demonstrated in a brutally honest and funny way while selling products too. We wanted women to get involved emotionally and physically, visiting the site, sharing their own secrets, talking with their friends and visiting Oriental Princess stores for further advice, secret sharing, product demonstration and purchase. We hoped 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 microsite.
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 store 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.