Always Right For You
The Big Idea
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Using the ways millennials interact in their daily life as a catalyst for the integrated advertising campaign.
Insight 1 (Interaction Behaviour)
The way millennials interact is different from the previous generation. More than 1/3 of millennials couple met online and people are purchasing online more often than ever.
Moreover, millennials are also very much tied to social media lives that they become awkward communicating in person, although they do love communicating digitally. They want to have conversation with brands but only online not in person.
Insight 2 (Skincare behaviour)
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Moreover, compared to the previous generations, millennials are less loyal and more experimental, constantly trying out new things and specifically evident in their skincare products. Millennials often switch out products after finishing it, if the product is not effective enough or a new product caught their attention. They do not stick to one brand because usually specific brands are only "famous" for certain products and skin concern.
Case Study Video
The Big Idea
Brand connection
At skin inc, brand does not have 'one product' that is suited to your current skin concern but it is always made to be suitable for you because it is customisable, giving the 'flexibility' unlike other brands.
Concept
Showcase the importance of finding a right match instead of picking what's available through different deliverables and each of this deliverable allows a personalisation experience.
This video will explain how the big idea of Always Right For You came about, through insights gathered and how it helps to increase buyer’s awareness stage of Singapore Millennials. Based on primary research, 45% of 100 millennials surveyed are unaware of this local skincare brand despite of it’s popoularity globally.
Campaign
Entry Point
Always Right For You -
Skin Inc always has a right serum for you, regardless of your lifestyle.
Video Commercial - Entry Point
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Filmed mostly in point-of-view shots, the purpose of this advertisement is to show the idea that regardless of what lifestyles each individual has, and that they could always find something right for their skin from Skin Inc since it is a serum made to match. It is shot and curated in a way whereby viewer should feel resonance and have a personalised viewing experience. The mood of the advertisement is set in a cheery and fast paced manner.
Video Commercial - Entry Point
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To promote the service provided by Skin Inc’s mobile site (Yay to no downloading) another ad is curated to provide visual explanation some of the steps that allows the customisation of Skin Inc’s serum that is unique to each individual. This is also, shot and edited in a cheery and fast paced manner to contain the millennial’s energy and grab attention.
Website
How It Works
02 Mobile Site - Interaction Point
Provide service of Always right for you campaign and communication
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Swipe through a series of questions to get their customized serums.
Know the purpose of each serum and how it affects your skin.
Learn how your lifestyle affects your skin and get helpful tips for your skin.
Applications
Social Media
instacombine
Instagram Sponsored Post 01 -
Get viewers to see the advertisement as they scroll pass their instagram feed
Instagram Stories
Or it could be through Instagram stories
Instagram Sponsored Post 02 -
Viewers could decide to try and customise their serum on the mobile site simply by swiping up or clicking Learn More.
youtube
Facebook Sponsored Ad -
Besides Instagram, millennials also visit facebook often when they are on their laptops/desktops. The advertisement could also reach out to those who are following Skin Inc on their facebook platform, comment and share opinions.
Youtube Sponsored Ad -
Lastly, a platform that millennials visit often. This is also the "TV" of the millennials whereby advertisements would play before watching their favourite channels or inbetween. If they are keen, they could visit the website with the link attached.
Packaging
Post Purchase​
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The packaging is designed to tie in with the art direction of Always Right For You. It provides information of how to combine the serums together, let them know the content and wrap up the experience of customising the serum with Skin Inc.
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The packaging also, contains information on what their 3 selected serum is based on their customised result and what other serums are available from Skin Inc.
