Why is this work relevant for Direct?

We unveiled a finger mask product "designed to relieve tired fingers after online shopping." Package, texture and function is exactly the same as general facial mask. We set the finger mask as a product can only be purchased after shopping at PChome24h, effectively boosted the overall sales. With fashionistas and beauty influencers sharing unboxing posts and reviews, also the intriguing derivative-creation feature of the finger mask, made this tiny product immediately went viral. Moreover, we’ve taken the online customer experience even further to create an actual finger spa, providing female shoppers a customized hand relax experience after a shopping spree.

Background

According to Taiwan Communication Survey, the ratio of male and female members at major e-commerce platforms is half and half. However, when it comes to overall campaign participation and consumption contribution, 80% are female shoppers. Obviously, females have become the leaders of the consumer market. The biggest concern for “PChome24h Shopping” over twenty years, was due to the brand name being often misunderstood for selling high-tech products only. Even though there're as many as 4.5 million non-electronic items, Pchome24h is seldomly regarded as the priority shopping channel for women. Objective: 1. Attract female shoppers' attention and interest to the brand on International Women's Day in March 2. Increase female shoppers’ purchase frequency and amount at PChome24h 3. Increase the number of new female memberships

Describe the creative idea (30% of vote)

We created the world's first finger mask "designed to relieve tired fingers after online shopping" for PChome24h. Telling female shoppers that PChome24h is easy to shop for everything, all the fingers deserve to RELAX afterwards. In order to let the fingers enjoy the same soothing treatment as face does, we cooperate with Pond's, a well-known mask brand, to create a scaled down version from the real facial mask. Even its package, texture and function is almost exactly the same as general facial mask. Each finger mask provided finger relief, maintenance and care functions, allowing finger to get a complete relaxation before they continue their next purchasing.

Describe the strategy (20% of vote)

We aimed at 18-26 female group, who is naturally accustomed to the social media interaction and more receptive to novel things than other generations. They're also keen on online services which could efficiently meet basic needs and improve life quality, up to 72.3% of this group rely heavily on online shopping. Statistics shown, in comparison to males purposeful shopping, as long as female are interested in certain products, they will browse the entire store, and the same through online platforms. In addition, “Pamper yourself" has become a new consumer trend, as long as the products convey the concept, could usually provoke women’s purchasing desire. We observed that while female is placing orders, the more they click, the more pressure their fingers would suffer. As a result, we want to provide a relieved experience for their fingers to make them impressed.

Describe the execution (20% of vote)

With an integrated media implementation during International Women’s Day period: - Teaser: a quirky finger video to tell female shoppers that fingers deserve to RELAX after going on a shopping spree. - Relief Finger Mask: a special finger mask which its package, texture and function is almost exactly the same as general facial mask. We set the finger mask as a product that can only be purchased after shopping at PChome24h, aiming to attract female shoppers who like to share novelties in social community to come to shop. - Social Content & UGC: the unboxing posts and reviews from fashionistas and beauty influencers, also the feature that is easy for derivative-creation has immediately created a viral sharing trend. - Physical Finger Spa: we’ve taken the online customer experience even further to create an actual finger spa, providing customized hand relaxation courses after a shopping spree.

List the results (30% of vote)

Within only three weeks, the tiny finger mask achieved exponential business growth. - On its debut, the finger mask sold out immediately. - The related posts went viral on social media right away, got picked up by many fashionistas and beauty media. - Membership + 1.8 million people, new female member up to 53%. (963,000 people) - The average transaction value increased by 15%, ranked as the top among all Taiwanese E-Commerce platforms in March. - The overall sales delivered made a whopping double-digit growth.