Hakuhodo Singapore goes interactive to launch the new Kao Bioré UV Body Care Serum

Kao Biore.jpgHakuhodo Singapore takes an innovative approach to launch the new Bioré UV Body Care Serum - a body moisturiser with SPF properties and anti-pollution benefits.

Unlike conventional methods, Hakuhodo Singapore created an interactive educational content piece on mobile that involved the viewers to actively participate in the storytelling.

Kao Biore2.jpgTargeting office ladies, just before they head out for lunch, the ubiquitous mobile phone was used as an amplifier to inform and educate them on the importance of UV protection and hydration.

Supporting the content on mobile, the integrated campaign also included time-sensitive engagement in the digital space, as well as traditional awareness messages on traditional media.

James Keng Lim, Creative Director of Hakuhodo Singapore said, "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 dayparting, content, and mobile strategy, we empower the ladies to be their own bosses to interact and be educated, all in their own time."

Kao Biore3.jpg"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.

April Tan, Account Manager, of Hakuhodo Singapore said, "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. The clients challenged us to come up with an interactive way to involve the target audience. And it was challenge accepted."

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