Why is this work relevant for Media?

While the digital world has been the center of campaigns ever since the rise of the web, the pandemic has further increased the use of digital media and cut out most offline connections. It is essential that the brand can adapt to an ever-changing landscape and rely on creative media executions to deliver a brand message. Eskinol took a traditionally offline activity and transformed it into an online event that delivers the same excitement. The brand was able to create its branded show that takes place online for an all-around campaign that drives viewers from awareness down to conversion.

Background

Eskinol is the pioneer of Facial Care in the Philippines and has been a trusted brand since its launch in 1945 and considered one of Unilever Philippines’ local jewels (brands only available locally). Though remaining as market leader among deep cleansers, Eskinol has been greatly challenged by a changing landscape and evolving consumers. It has lost shares to previously smaller brands Nivea and Garnier, both backed by innovations and an evolved proposition. However, there is still a clear space for Eskinol as the brand has established strong equity primarily for its ability to remove oil/dirt/pimples and secondarily for its natural ingredients. With its economic price point, the launch of Eskinol Naturals is expected to strengthen its value naturals proposition. This is Eskinol’s first innovation in years and is expected to further strengthen the brand’s equity on cleansing and association with natural ingredients, all while still playing in the economy segment.

Describe the creative idea / insights (30% of vote)

ESKINOL GIRLS ARE IMMERSED IN LOCAL POP CULTURE Eskinol Naturals core audience are Gen Zs highly engaged in social media where content is just one scroll away. They are quick to recognize what’s trending and what’s not, making them well versed in local pop culture— often herding with people under a common interest through fanclubs. May it be on telenovelas, showbiz couples, and K-pop, they are always on the lookout for fresh stories. FILIPINOS HAVE A PENCHANT FOR CELEBRITY AND REALITY SHOWS Filipinos, in general, are very keen on watching content like celebrity searches, singing contests, or reality shows. This is very evident with how contestants from these shows became top tier and even the most influential celebs in the country. However, contests and reality shows were temporarily halted, given the ongoing pandemic. The brand decided to transform a usually offline execution and adapting it into a fully online program.

Describe the strategy (20% of vote)

THE FIRST-EVER BRANDED ONLINE CELEBRITY SEARCH Eskinol partnered with local media giant ABS-CBN, its talent subsidiary Star Magic, and local artist search program “Star Hunt” to create “Bida Star: Gandang Naturally Fresh" (“Be The Star: Beauty that’s Naturally Fresh”) out of the need for people to pursue their dreams amidst the uncertainty of our situation. Its objective was to inspire these young Filipinas to pursue their dreams and aspirations while looking “Gandang Naturally Fresh with Eskinol Naturals” (“Naturally Fresh Beauty”). ESKINOL UTILIZED INTERACTIVITY AND ENGAGEMENT TO CAPTURE ITS YOUNG AUDIENCE, CENTERED ON FAST-GROWING STREAMING APP KUMU. KUMU is a Filipino-made social app and ecommerce platform. Ensuring that the campaign is mostly entirely Filipino and locally focused, KUMU was key in pushing forward the brand’s objective of interactivity, as it was utilized for real time engagement with the audience through the livestreams of the contestants.

Describe the execution (20% of vote)

The online celebrity search looked for Filipinas aged 18-25, fluent in Filipino, who have the capability to showcase their “naturally fresh beauty” acting skills and personality. Eskinol anchored the campaign to target the strength of the viewers—interactivity. The entire program is housed within KUMU: • the audition process, weekly challenges, and daily updates took place here • The contestants went through a series of weekly KUMU livestream acting challenges to earn vote points that can secure their place and avoid elimination. • Supporters can buy tickets and diamonds that they could give away virtual gifts to contestants. • Contestants also did an online live selling as part of their weekly challenge via Shop Kumu and sell Eskinol products. Through this, Eskinol was able to close the loop from awareness to conversion all within app. The brand was able to effectively communicate its message through this mobile-first reality show/online selling.

List the results (30% of vote)

The Bida Star search garnered impressive results across all metrics: • The campaign showed a 58% higher reach per stream vs. KPI • The execution garnered a total of 234k stream views in KUMU, with more than half coming from the streams of the contestants. • In terms of engagement, results show an 85% video engagement rate vs. a 68% benchmark based on comments alone. • With total likes, gifts, and comments combined, VER (Video Engagement Rate) is an astronomical 11270% -- showing how insanely engaged people are in KUMU. • Overall campaign efforts showed a 705% Return on Media Investment. Eskinol Naturals has already shown an 8% market value share (Q1 2021) for Micellar Water in just 3-months post-launch and is continuously growing; almost achieving its target FY 10% market value share within three months!

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Eskinol is the pioneer of Facial Care in the Philippines and a trusted brand since its market launch in 1945 and considered one of Unilever Philippines’ local jewels (brands only available locally). Its range of facial cleansers, formulated with natural extracts, are proven to effectively remove dirt and oil, as well as fight pimples, blackheads, and whiteheads. Though it remains the market leader, Eskinol has lost shares to previously smaller and international brands like Nivea and Garnier, both backed by innovations and evolved propositions. With its last product launch way back in 2017, Eskinol has been perceived as old and is mostly used by the older generation. With its economy price point, the launch of Eskinol Naturals is expected to strengthen its value naturals proposition, as well as the brand’s equity on cleansing and association with natural ingredients and as a local brand that is best fit for Filipina skin.