Why is this work relevant for Brand Experience & Activation?

Instead of simply promoting Horoyoi’s fizzy and fruity flavors, we created an entirely new product category to create a different kind of experience for alcohol drinkers. Introducing, the Horoyoi Happy Hour Makeup Collection, letting girls experience that coveted Drunk Blush look, without getting drunk. Appealing to ladies who find more enjoyment with a couple of girlfriends for a “girls’ night in”, the Happy Hour Makeup Collection brought an experience that’s relevant to their own version of a Friday night: a few cans of low-alcohol Horoyoi in a BFF's house, plus the makeup that offers the cute Drunk Blush look.

Background

With the variety of alcoholic beverages available in the Philippines, new player Horoyoi (3% alcohol) found it challenging to enter an already competitive market. Even as it was introduced in 2017, there are Filipino women who are still unaware of the brand. The objective of this campaign is to establish stronger brand presence by driving massive awareness and talkability for Horoyoi.

Describe the creative idea (20% of vote)

In Asia, the Drunk Blush megatrend has become prevalent – women drinking more alcohol to get that cute, rosy flush. In fact, 1 in 5 Filipinas surveyed say they drink more to achieve it. But drinking excessively could lead to social embarrassment or terrible hangovers. Horoyoi wanted to help these women achieve the desired drunk blush to save them from all the drunken consequences. The “Horoyoi Happy Hour Makeup Collection” – a limited-edition kit consisting of Horoyoi, Peach Blush, Grape Lippie and White Sour Highlighter, helps women get the drunk blush without getting wasted. We seeded the kit to top beauty influencers who featured it on their page and taught fans how to use it. With so much demand, we ran a promo that gave fans a chance to win the kit, too.

Describe the strategy (20% of vote)

As a challenger in an already saturated industry, Horoyoi needed to appeal to its core market in the most relevant way possible. Talking to women from mid-20’s to mid-30’s, their night life has evolved considerably – from late nights in clubs to intimate girls-nights-in. And yet, the desire to keep up with the times still lingers. The popular “Drunk Blush” look still has these women wanting to look cute. According to data gathered, 1 in 5 Filipinas actually push the boundaries of alcohol limit just to achieve the look. In effect, a large number of women would result into drunkenness just to achieve this trending look. Horoyoi, a chu-hai drink with just 3% alcohol, found a solution to this cultural tension. Horoyoi can substitute binge-drinking with its low-alcohol content, while offering makeup – “The Happy Hour Makeup Collection” that can give the Drunk Blush look that ladies love.

Describe the execution (30% of vote)

Horoyoi, partnering with beauty experts, created the “Happy Hour Makeup Collection”. Inspired by the brand’s flavors, the collection consists of Peach Blush, Grape Lippie, and White Sour Highlighter – all essential items to create the perfect Drunk Blush look. We launched the makeup collection by seeding to influencers who demonstrated the use of the makeup to their millions of fans, then offering the makeup collection as a gift to them via promos. The campaign was timed perfectly for the holiday season when gatherings among girlfriends happen frequently. The 4th week of November marked the launch of the Happy Hour Makeup Collection extending up until the end of December.

List the results (30% of vote)

With the massive partnership with influencer, complemented by the brand’s social campaign, the Happy Hour Makeup Collection earned P 2.4 million of earned media in just 2 weeks. Key publishers in beauty and lifestyle such as Metro Style and Preen also featured to campaign. Brand interest grew 362%, and purchase intent increased by 64%. In less than a month, sales grew by 56%.