Kao Singapore and Hakuhodo promote Biore’s UV protection serum
The partnership
Pairing up with Hakuhodo, Kao Singapore aims to optimise its storytelling messages through informative digital displays.
In April, Japanese advertising agency, Hakuhodo, welcomed Yang Yeo and Kentaro Kimura as APAC co-chief creative officers.
“This new dual-leadership will provide our business partners with the best of both worlds in delivering truly global creative standards and point-of-view, without losing our heritage and DNA,” announced Masayuki Mizushima, President & CEO, Hakuhodo.
Sunscreen education
Customisation, interactivity and storytelling are elements of Kao Singapore’s marketing strategy as it gears its sun care product promotional activities to APAC females.
Thought-leadership is a current industry buzzword, as cosmetics and personal care names plan to educate and inform their consumer base on issues relating to innovations, applications and hygiene.
The campaign utilises both print and out-of-home advertising (OOH) using digital screens to display UV level readings, gathered from the National Environment Agency’s website, every hour.
“The bus-shelter panels are impactful in demonstrating the efficacy of our product within the natural environment of commuters,” Chua Hui Min, Brand Manager, Kao Singapore highlighted to the press.
Marketing messaging
The duo has based its campaign on building Kao Singapore’s profile as a leader in the personal care industry by devising interactive campaigns that include educational content to maximise the brands’ storytelling capabilities.
The campaign, entitled Bioré UV Perfect Spray, is targeted at informing Japanese commuters of the damaging impact of exposure to the sun’s ultraviolet (UV) rays, along with promoting UV protection and hydration through its educational messaging.
“For any piece of content to be successful, it has to be personalised and speak to a specific person with a specific need in their specific buyer journey. Through a mashup of day parting, content, and mobile strategy, we empower the ladies to be their own bosses to interact and be educated, all in their own time,” said James Keng Lim, Creative Director, Hakuhodo Singapore, to the press.
Mobile commerce
Digital commerce is on the up throughout Asia, but with the Japanese economy requiring a push towards safe and secure smartphone adoption, Kao Singapore is creating a responsive campaign that shows content on mobile and encourages engagement via time-senstive digital opportunities.
“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 effective,” said Chua Hui Min, Brand Manager, Kao Singapore.
To build its community, Kao Singapore has devised a digital influencer, named Biore Belle. The character has ‘her’ own Instagram page and uses stories and educational beauty tips to subtly enlarge the brand's customer base through providing new market opportunities to millennial consumers.
