Korea-based brand Marier Skincare has tapped 33-year-old South Korean actress Son Ye-jin as part of an HK$20 million (USD$2.6 million) push for its new product, SCCM Ampoule in Hong Kong.
The campaign was created by the Hong Kong-based Spice agency, which was recently formed under digital firm Kitchen.
The campaign will lead with a TV spot followed by a strong campaign presence on social media, print, mobile, outdoor and offline activities.
Marier, who first entered the Hong Kong market three years ago, is spending a large proportion of the budget on Son, who comes with a price tag of HK$7 million (USD$900,000).
Director of Marier Hong Kong, Angel Ho told Marketing Interactive that hiring Son as the face behind the campaign made sense, as a reputable Korean idol would be the best way to gain traction in a crowded skincare market.
“Hong Kong people have special love for celebrities and celebrity endorsement is the most effective way to put our brand into locals’ minds,” said Ho.
Son is well is well known by worldwide fans of Korean television for her parts in romance-themed series such as The Classic (2003), Summer Scent (2003), A Moment to Remember (2004), and April Snow (2005). She gained acclaim as a more versatile actress for her roles in more diverse productions including Alone in Love (2006) and My Wife Got Married (2008).
TV Spot
https://youtu.be/O4O_spqQD8U
