The Brief

Thailand's 'Oriental Princess' cosmetic brand launched SECRETS Limited Edition range. Thai women are known for their modesty, feeling more comfortable getting beauty tips online rather than asking friends, especially with many topics being personal, eg. problem of 'small boobs' or being rather plain. Strategy: Behind beauty, there's always secrets. Research showed women could only keep a secret for 32 minutes. So our strategic objective was to collect and leak secrets continuously. We kept the campaign ever-fresh by ensuring we had over 1000 secrets – women's, product and promotional secrets. Women just had to keep revisiting the site/stores with so many secrets.

Describe how the promotion developed from concept to implementation

We created an online site 'SECRETS LEAK', launching it with a nationwide teaser. Over 300 secrets were demonstrated in brutally honest funny ways. Moreover, we randomly leaked secret promotions to surprise visitors, encouraging them to constantly revisit the site. We wanted women to get involved emotionally and physically, visiting the site, sharing their own secrets, talking with friends and visiting stores for further advice, 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 micro-site.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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. The Secrets Leaks site not only leaked beauty secrets, they also randomly leaked secret promotions, for example, free make up set and discounts. The promotions heightened consumer engagement with the campaign, drawing consumers to both the site and the shops repeatedly, leveraging the sales of others product ranges in the shop as well.