The Campaign

A breaking-up story about a woman who has lost herself while later reborn by her confess and make herself beautiful again. She has lost her love and herself. She has wasted all her time on following others on social media. She has been trapped in the Facebook page of her ex-boyfriend’s account and in her so-called good-friend relationship. Until she has finally said what she has never said before. Her confess has helped her face herself and find the self who deserves to be loved and to be more beautiful.

Creative Execution

Taiwanese cosmetic brand ”White Formula” is a micro film to voice for women. Via the uploading on the most popular social platform in Taiwan-Facebook, without any commercial promotion and media expenses, we utilized the comment sections to interact with the public and created an incredible phenomenon. Plenty of netizens actively shared their personal confession as well as uploaded their film of confession. Our campaign managed to accumulate ten thousand shares on Facebook and created exponential sales growth for White Formula, the brand favorability and attraction were both greatly elevated as well.

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

1. It has reached 2.5 million views on Facebook within a month 2. Over 13,000 shares initiated by netizens 3. 86% Free Viral Reach on Social Media 4. The rate of sales of “White Formula” has boosted 20%

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

White Formula communicates with consumers via the social platform the general public utilizes the most. The microfilm and the interaction comment section directly propelled the promotion of the new product, also rendered the sales rate skyrocketing.

The skin care brand White Formula Its brand name in Chinese has a double meaning with “confess”. Therefore we utilize the idea of confession to the film. To encourage women to confess with brave. To tell their stories of living more beautifully.