SECRETS

TitleSECRETS
BrandO.P. NATURAL PRODUCTS
Product / ServiceORIENTAL PRINCESS
CategoryB02. Fast Moving Consumer Goods
EntrantJWT BANGKOK, THAILAND
Entrant Company JWT BANGKOK, THAILAND
Advertising Agency JWT BANGKOK, THAILAND
Production Company NAKED Bangkok, THAILAND

Credits

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

The Brief

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.

Creative Execution

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'.

Describe the creative solution to the brief/objective.

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.

Results

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.