Creative Execution

Whoo's dedicated to helping modern oriental women indulge in the secret and powerful formulas that were favoured by royal court beauties. We decided to expand on this concept by highlighting a different skin 'issue' each quarter. We selected topical milestones through research on keyword search volume and content that had previously seen high engagement levels on social media. We then developed social campaigns, blog content, and advertising strategies surrounding our quarterly themes to drive consumers to register for trial-kit. Q4 2017 - The Common Causes of Skin Dryness and How to Combat Them Q1 2018 - 10 Life Milestones for Women and How to Care For Your Skin at Each Stage Q2 2018 - How to Hydrate and Protect Your Skin from Dryness Q3 2018 - 13 Foods to Eat or Avoid During an Acne Breakout

The main three campaign objectives we’d measure were: • Brand Awareness • User engagement • Lead Generation The campaign achieved these in droves… and then some. Whoo spent a total of approximately $16k on advertising over the course of the 10 months for the campaign. We were able to be seen by additional users without paying to reach them. In addition to being able to create content that spoke to real-life examples to help current and potential customers, the viral nature of this approach enabled Whoo’s to amplify their reach while keeping ad spend relatively low.

We researched Whoo's current customers by analyzing the social media profiles and other platforms that gave us insights into the demographic profile of their customers. Unsurprisingly, women aged 25-34 were the core audience group. Through a combination of social listening and analyzing customer feedback on product review sites and forums, we also identified that Whoo’s customers were ready and willing to share their experiences with the product. We wanted to create a digital strategy that would: • emotively tap into the mentality of the millennial women • address her concerns with content that provided the answers she was searching for • encourage her to engage with the brand Ultimately, we hoped to turn them into brand advocates, enabling them to share their experiences with the product in a way that would boost Whoo’s credibility amongst their friends and followers…and effectively say all of the things that the brand couldn’t say.