| Title | PERFUME PORTRAITS |
| Brand | UNILEVER ASIA |
| Product / Service | LUX PERSONAL CARE |
| Category | E01. Social Video |
| Entrant | J. WALTER THOMPSON SINGAPORE , SINGAPORE |
| Entrant Company | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Advertising Agency | J. WALTER THOMPSON SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Tay Guan Hin | J.Walter Thompson Singapore Pte Ltd | Regional Executive Creative Director |
| Heeru Kishnani | J.Walter Thompson Singapore Pte Ltd | Account Director |
| Camille Burdin | J. Walter Thompson Singapore Pte Ltd | Strategic Planner |
| Hinoti Joshi | J. Walter Thompson Singapore Pte Ltd | Global Account Director |
| Eva Ruzicka | J. Walter Thompson Singapore Pte Ltd | Global Business Director |
| Atika Malik | J. Walter Thompson Singapore Pte Ltd | Global Planning Director |
| Tista Sen | J.Walter Thompson Mumbai | Executive Creative Director |
| Tina Sachdev | J.Walter Thompson Mumbai | Creative Director |
| Anupama Ahluwalia | J.Walter Thompson Mumbai | Agency Producer |
| Shradha Singh | J.Walter Thompson Mumbai | Agency Producer |
| Roneeta Ghosh | J.Walter Thompson Mumbai | Account Director |
| Abhibroto Roy | J.Walter Thompson Mumbai | Account Manager |
| Sheenu Kapoor | J. Walter Thompson Singapore Pte Ltd | Copywriter |
| Gayle Lim | J. Walter Thompson Singapore Pte Ltd | Copywriter |
| Gaurav Mishra | J. Walter Thompson Singapore Pte Ltd | Agency Producer |
| Ryan Wee | J. Walter Thompson Singapore Pte Ltd | Project Manager |
| Ria Ocompo | J. Walter Thompson Singapore Pte Ltd | Art Director |
Pre-launch, we teased beauty bloggers with a bespoke kit containing exclusive stills and product inspirations. We launched the film across Lux’s channels: YouTube, Facebook and HouseofLux.com. Katrina’s fans also shared the film. Tracking engagement over 3 weeks using Sysomos and Unruly’s monitoring platforms, we optimised our paid budget to promote the film across the best-performing channels. We sustained conversations with supporting content followed by a call-to-action to watch and share the film: Behind-the-scenes films featuring the photographer and director, stills from the film, quotes from Katrina and our perfumer. We also ran a social contest where fans submitted their best “Power of Fragrances” selfie to win photos autographed by Katrina.
• 15+million views across platforms (94% women) • Best in Class Google’s Brand Lift Survey: +33% amongst 25-34 y/o females • Highest brand recall and purchase intent scores in India (Unruly) • 78 media stories reaching over 11million consumers • Doubled Lux’s online share of voice • 89% Favorability (Sysomos) • +14% in Brand Preference (Metrixlab) • +30% sales • Bhavesh appearing on a TedX talk • Inspired the See as No Other Penguin Book, donations from book will fund a Fragrance Photography workshop for the Blind with Camera Charity • Bhavesh has become an inspiring role model and celebrity
Lux believes fragrances are an invisible, but essential, part of a woman’s beauty. However, fragrance is not well understood by our target audience of 20+ year old Indian women, who are more familiar with physical beauty. To land our proposition, we needed to increase Lux’s digital share of voice with content demonstrating the power of fragrances. Scent is a challenging sensory experience to deliver online, and in a world geared towards appearances, we had to jolt our audience. We cast Katrina Kaif, our stunning Bollywood star, to lead this conversation. Our strategy was to capture Katrina’s beauty through someone unaffected by her physical appearance – Bhavesh Patel, a visually-impaired photographer, who captured her beauty solely inspired by her fragrance, Lux Magical Spell. Perfume Portraits was thus born. Our unusual story, led by a video featuring Katrina and Bhavesh, resonated with our bulls-eye audience, driving fragrance conversations across channels.