Nov 02,2020

Perfect 10: Reconnecting through Meaningful Engagement

Client
Hada Labo
Award(s)
Category
Fast Moving Consumer Goods (FMCG)

Challenge

In celebration of a 10th anniversary milestone, Hada Labo wanted to give back to the community during hard times, all while connecting positive moments with the brand. They wanted to specially produce a music video to bring out the message of “We Care” to uplift spirits during the pandemic.

Not just a music video with a catchy tune, but something memorable to celebrate it’s 10th anniversary campaign. The “We Care” campaign was launched to give back to the people, community and nature.

Solution

A music video was produced to encapsulate the campaign’s message and it turned out it wasn’t just ANY music video. The music video was gamified to provide a great contest experience with 40 hidden clues embedded within it.

An interactive site was created where the music video can be watched repeatedly and users can click onto the interactive screen to lock in the clues. The top 100 viewers to find all 40 clues within 16 days would be walking away with RM500 cash each.

Results

  • Within 16 days of the campaign, the Hada Labo’s site managed to clock up more than 52K users, who spent 84,000 minutes of watch time finding clues, which is equivalent to 58 days.
  • Some users spent 2 hours re-watching the 2 and a half minute video Hada Labo’s web traffic reached 235k page views with an average time of 4 minutes 5 secs per user.
  • When other skincare brands went through a tough time and suffered a 15% decline in sales, Hada Labo stood out as the only brand to experience a 12% increase in sales.
  • Truly a celebration for all as Hada Labo’s initiatives to give back to the community created loads of fun and joyfulness during this emotional period.

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