Hakuhodo Singapore has launched the new Bioré UV Body Care Serum – a body moisturizer with SPF properties with anti-pollution benefits. For the camapign Hakuhodo Singapore created an interactive educational content piece on mobile that involved the viewers to actively participate in the storytelling.
“For any piece of content to be successful, it has to be personalized and speak to a specific person with a specific need in their specific buyer journey,” said James Keng Lim, Creative Director of Hakuhodo Singapore. “Through a mashup of dayparting, content, and mobile strategy, we empower the ladies to be their own bosses to interact and be educated, all in their own time.”
“To gain traction with our target audience, we needed to up the ante. Leveraging on mobile, digital and conventional media, we were able to expand our reach to a targeted audience, more efficiently and effectivity,” added Chua Hui Min, Kao Singapore Brand Manager.
Since its launch three weeks ago, the video has been watched for almost 31,000 minutes with more than 80,000 views thus far, resulting in a 47.5% engagement rate.
“Through Hakuhodo’s Sei-katsu-sha philosophy where consumers are viewed as people and not just economic entities, we instinctively knew the traditional mode of product awareness and education would not be enough for Kao’s target audience,” said April Tan, Account Manager, of Hakuhodo Singapore. “The clients challenged us to come up with an interactive way to involve the target audience. And it was challenge accepted.”
