Hakuhodo Singapore creates a digital influencer Bioré Belle for Kao’s Biore Cotton Sheets
Hakuhodo Singapore broke new grounds when it helped Kao reinvigorate its Bioré Cotton Sheets with its own digital influencer – Bioré Belle.
With her own Instagram page, Belle not only expounded on the benefits of Bioré Cotton Sheets, she also offered fans unorthodox beauty tips as she engaged them with her daily adventures. Told through vignettes via an unfolding Panorama, Belle’s quirky and adorable personality quickly became the darling of Bioré Cotton Sheets.
In the span of 2 months since its launch, Bioré achieved more than 532,000 impressions and almost 40,000 engagements, whilst cost per clicks was reduced by more than half.
Chua Hui Min, Kao Singapore Brand Manager said, “We wanted to capture the voice of a typical young woman in Singapore, because ultimately Bioré is the friend that you have and like. Together with the Hakuhodo team, we decided to tell the story of a Bioré girl in episodes and on Instagram; breaking the conventional expectations of the functional messaging expected of this category.”
While most brands build their image around people who are aspirational and at times, unachievable, Kao, together with Hakuhodo, made the influencer relatable and authentic; celebrating real beauty in women.
Daphne Boey, Associate Digital Director of Hakuhodo Singapore said, “Human beings are fundamentally social, seeking to find our place in the world, and this is why we are constantly looking for an anchor, something to empathise with – someone we can understand as well as understand us. ‘Influencer’ may seem a dirty word these days, with larger-than-life characters that people no longer believe in, but to be honest it’s the execution that’s flawed, not the concept. And so with Bioré Belle we thought, why not have a clean slate and create an identifiable character that people can say, “Hey this is me, this is what I do”?
James Keng Lim, Creative Director of Hakuhodo Singapore added, “At Hakuhodo, we are constantly looking to create transformative brand stories for our clients. Time-treasured storytelling techniques told through digital lenses gave us the platform to transform Bioré Cotton Sheets customers into fans. That’s our Sei-katsu-sha philosophy at its most effective – connecting brands with people.”
