Why is this work relevant for Brand Experience & Activation ?

Taiwan’s skincare market is crowded with multinational brands with larger media spendings. LUDEYA, a local brand with a small marketing budget, wants to advocate the depths of beauty women exude when they embrace who they are and follow their own heart. Via utilizing targeting strategies, we promoted various“Deep Beauty” stories on social media, such as You Tube, Facebook and Instagram. This sparked off a lot of media reports, got great deal of shares and spreads through society, created high value of media, drove the interest of searching LUDEYA to grow surprisingly, and established LUDEYA brand preferences and voices.

Background

Taiwan’s skincare market is crowded with multinational brands with huge media spending. All of these brands compete for the attention and interest of the same group of 4.62 million women aged between 30 and 55. How can LUDEYA, a local brand with a small marketing budget, go around the Goliaths to build a distinctive brand image and develop user preference? Everyday, Taiwanese women are bombarded by cultural standards and marketing messages that define beauty within the bounds of “porcelain white, flawless, firm and smooth skin.” As an ecommerce skincare brand that specializes in repairing the skin’s deepest layers, LUDEYA wants to advocate the depths of beauty that women exuded when they embrace who they are and follow their own heart.

Describe the creative idea (20% of vote)

LUDEYA partnered with Yu Wei, an up-and-coming female photographer and organized a “Deep Beauty Online Exhibition”, to empower and encourage women to define and embrace their own beauty from the inside out. The exhibition showcases 13 ordinary women with extraordinary hearts and personal stories. LUDEYA “Deep Beauty Online Exhibition”_ Let your real beauty shine through • Yu Wei, an emerging local female fashion photographer, was invited to create an online exhibition based on the stories of 13 women from different walks of life. • The exhibition incorporated both photography and video media to showcase these women’s life stories and their various views on what constitutes beauty. • The stories were distributed through Facebook, Instagram, and YouTube, the three dominant social and digital media platforms in Taiwan.

Describe the strategy (20% of vote)

LUDEYA targets female aged 30-39 to be main audience, they are: 1. Sophisticated customers: They achieve financial freedom so that they can indulge themselves. 2. Social activists: Do online research before shopping, dare to try fresh things, and like sharing their own experience. They are tasteful and highly influential in to their friends. 3. Trend followers: Eager to be a unique person. Always attracted by trends. Join in various exhibitions to learn new knowledges. Though most brands encourage females to keep pursuit skin-deep beauty, we found that more women believe that a woman who follows her heart and show the real her is the most beautiful. It responds to LUDEYA’s exclusive Microneedle techniques that emphasize maintenance into the deepest layers to let women’s beauty shine from inside to outside. With the product benefit and the insight we found, LUDEYA sets up a clear brand segmentation.

Describe the execution (30% of vote)

LUDEYA “Deep Beauty Online Exhibition”_ Let your real beauty shine through • Yu Wei, an emerging local female fashion photographer, was invited to create an online art exhibition based on the stories of 13 women from different work of life. • The exhibition incorporated both photography and video media to show these women’s life stories and their various views on what constitutes beauty. • The stories were distributed through Facebook, Instagram, and YouTube, the three dominant social and digital media platforms in Taiwan.

List the results (30% of vote)

• Within days of launch, the story videos garnered 3 million views. • In 4 weeks, the “Deep Beauty Online Exhibition” campaign site received 270K visits, bounce rate is lower than 20%. It showed the interest of contents is high, organic search or traffic from social platform, overall time spent per visit achieved 180 seconds. • Earned media from about 100 media outlets. Achieve rate of News report got 153%. • Post-campaign survey conducted by LUDEYA indicates consumer interest level increased by 60 times compared to pre-campaign. • Brand voice grew by 7.1 times, the reach of LUDEYA official channel increased 2.5 times, ratio of positive and negative comments grew by 3.8 times. A netizen commented: “Every film makes me keep coming back to look again and again”

Please tell us about the challenger brand and how your campaign challenged/was different from your competitors

1. Thinking outside the box and redefining the meaning of beauty: While most of brands are still emphasizing “Skin Deep Beauty” such as porcelain white, flawless, firm and smooth skin. LUDEYA insights women’s perspective toward beauty precisely. Not only does LUDEYA advocates Deep Beauty but also they breaks the rule of beauty. Also, it responds to LUDEYA’s exclusive Microneedle techniques to highlight maintenance into the deepest layers, letting the real beauty shine through to create clear brand segmentation. 2. Utilizing the real stories to inspire target audience and activate interaction: LUDEYA tapped into iconic ordinary women’s stories and raised stories from netizens. This attracted a great number of netizens to share films, use their social platform to tell their deep feelings, and get more women’s attention. Besides, it brought a lot of media reports. Under limited budgets, LUDEYA stood out from many skincare brands and won high appreciation.