Creative Execution

The campaign kicked off with the launch of an Eskinol Philippine profile on Wattpad. Denny, a young Filipino Wattpad sensation, was commissioned to create the Eskinol story - Face the Day. The story had 9 chapters. Each chapter was aligned with the core teenage values of friendship and confidence, and had a minor plot related to getting rid of pimples. The stories were promoted via native ads on mobile, display, social media, and writer blast features on Wattpad. The written word was brought to life in the Face the Day 3-part webisodes, which were aired on YouTube and Facebook.

The campaign led to a turnaround in Eskinol sales with a growth of 13% YOY, and market share hit a two-year high. It reached 45% of active Wattpad users (880,493) in Philippine. To date, @EskinolPH’s profile has more than 16,200 followers and the stories had 154,424 reads with 20,000 unique readers. Philippines readers have spent a cumulative 56,000 hours engaging with the content. The 3-part webisode achieved 2.5 million views with 20% organic reach, double the norm of 10%. From old-school TVC to engaging native content, the campaign ushered the brand into a new direction of building real consumer engagement.

Eskinol, Philippine’s foremost facial deep cleanser, has been heavily relying on TV and radio to educate consumers about the product. This made it educational& functional, but unfortunately lacking in personality, hence missing its target audience - teenage girls. As brand equity and consumer engagement rates fell in 2014, we needed to be relevant to teens, and elicit brand love. Our target audience, 13-18 year-old teenage girls, are passionate about romantic fictions. Wattpad, the world’s largest social e-book community, is among their main source of such content. Philippine boasts the world’s largest Wattpad community after the USA, and majority of the readers are female, of which 46% are between age 13-18, Eskinol found the perfect solution in Wattpad! Being the world's first personal care brand to tie up with this platform, we ran the first-ever commissioned story on Wattpad, using the power of storytelling to showcase brand values & build engagement.