case study editorial by feliciaagnes

case studies

This catalog presents a compilation of case studies of Skincare brands advertising and brands that practice Integrated advertising. With the objective of investigating these real examples, it helps to further my understanding of my object of study and help breakdown and investigate different how different components, brands and advertising medium work differently to entice to Millennials or its respective target audience in order to create higher brand recall in which in turn may help to generate brand loyalty.

Content

SKINCARE BRANDS The studies of skincare brands amongst millennials and especially, Singapore millennials through their advertisements and study how theyâ&#x20AC;&#x2122;ve reached out

B R AN D S

THAT

THROUGH

REACHED OUT

THE USE OF

INTEGRATED

ADVERTISING

Take a look at how these brands that practice Integrated Advertising has successfully reached out to millennials as a target audience

TAKEAWAY A summary of what to takeaway from all the case studies from 01 and 02

REFERENCES

SKINCARE BRANDS Market research firm Tabs Analytics taps Generation Y as the “heaviest buyers”

of beauty products in 2016. In Singapore, it also happens to be an industry that is competitive, dominated by international skincare and cosmetic juggernauts including Clinique from the United States, Japan’s SK-II and Laneige from South Korea. Similarly, “Millennials” it’s a word we’re seeing pop up more often in the beauty press releases we’ve been receiving from the various brands. Increasingly, the largest beauty brands from around the world are launching skincare lines that they are telling us are “Made for Millennials”. E.g Shiseido WASO. What’s unique about Millennial skincare?

“Millennial skincare” entails products that are, for one, multitasking, because millennials are supposed to be time-strapped with no time for the complicated regimes favoured by the generation before, this is seen commonly in many brands such as Innisfree. Secondly, given that these are products targeted at women in their early to late 20s(millennials), product focus is less on anti-aging but more on preventive care. Textures and scents are lighter, because millennials grew up being warned by beauty articles that products should always let your skin breathe easily. The implications are immense. Old-school Goliaths of the grooming industry are now having to chase off competition from deft-footed Davids the likes of say, Kylie Cosmetics and Glossier, both founded by millennials possessing the street-smarts needed to pitch products to their peers with perfect precision. To the Millennials,being #basic is dope again. But what do 20- and 30-somethings “stan” for? Simple: Simplicity itself. “Young shoppers are looking for skincare with multiple benefits and minimum stress,” says Jocelyn Chua, Marketing executive at Clinique Singapore. Objective of study

This section we would be investigating some of the popular skincare brands that are popular towards Millennials also known as Gen-Y such as Glossier, Innisfree, Biore and The Faceshop. We also take a look at a skincare brand that is popular towards Gen-X, SK-II as it is one of the most established and reknowned skincare brand for its quality, customer base and creative ways of advertising. At the end of this section, we would come to understand better how skincare brands are promoting themselves and in what direction are these brands moving towards to inorder to reach out to the Millennials.

According to a 2016 survey, “Top-Of-Mind Brands in Asia” done by Singapore’s Millennials, the Top 5 skincare brands in the minds of Singapore Millennials are Neutrogena, Innisfree, Biore, The Face shop and The Body Shop. These 5 brands are selected by the consumers based on their pereption and perference. The study helped to demonstrate the level of impact and influence of certain brands in the lifes of Singapore’s Millennials. Moreover, it has been also shown by Influential Brands that brands with high recall and favourability among consumers are united in their brand engagement approach. It then further claims that consumers gravitate towards brands that built brand presence and likability via channels of trust and products and marketing activities that meet their expectations. Thus, this section covers some of these brands’ advertising strategies and investigate what they’ve done to attract Millennials. 2 other brands has also been included to understand more on how skincare advertising is being practiced.

BRANDS

SKINCARE

List of Skincare Brands

Glossier A relatively new brand that is known as the Millennial Skincare brand. Glossier established themselves as a Millennial skincare brands since its establishment from its target audience to branding ,packaging and advertising is all millennial-centric.

SK-II One of Asiaâ&#x20AC;&#x2122;s most prominent beauty brands. It has a vibrant and strong fanbase across the continent. SKII offers a diverse range of beauty products that most often or not, rely heavily on word-of-mouth marketing. Despite main target audience are female consumers that are aged 30 and above,in the recent years, SK-II has been actively promoting their products to younger women in their 20s.

Biore One of the Top 5 Skincare brands amongst Singapore millennials, Biore is a Japanese skincare brand that focuses on innovation and providing solution for first world skincare issues through their skincare products.

Innisfree One of the Top 5 Beauty brands amongst Singapore Millennials. Innisfree is a natural brand that shares the benefits of nature from the pristine island of Jeju allowing for vibrant beauty and pursues an eco-friendly green life to preserve the balance of nature.

The Face Shop One of the Top 5 Skincare brands amongst Singapore millennials, Faceshop is a korean skincare brand established in 2003. Face Shop uses top korean celebrities endorsement to help create buzz while keeping products affordable.

Brand 01

Glossier Many old school brands are now finding themselves competing with new direct-to-consumer brands, which are often founded by millennials themselves, who intuitively know how to speak to their peers. One such brand is Glossier, also the godmother of these type of brands. Even though it’s not quite three years old, it has clearly inspired — or emboldened — a whole slew of new beauty brands, especially brands selling skincare. The purpose of understanding Glossier’s advertising practices is to learn more about whatdoes a millennial brand means. Glossier is not available in Singapore. Advertising through millennial branding

NYC brand Glossier led the way into conquering the millennial skincare market, getting it right since its inception in 2014 with clever social media marketing, and colouring their product packaging in a particular pastel pink that has become known as the “Glossier pink”, or on a more general scale, “millennial pink”. Glossier’s take on reaching the Millennial consumer relies heavily on social media, though it does include an advertising component. That approach is a departure from companies’ reliance on glossy advertisements to reach and direct consumers toward products. Glossier undstood that millennials are skeptical about those campaigns, and tend to view the directions as suggestions, giving their attention to advertising that connects with them, and using products in a way that’s customized to their specific needs. “Millennials look at their skin care in a way that allows for interpretation,” said Hudis at Lauder. “They put themselves into the conversation, where Boomers are more likely to take instruction and use things in a particular way.”

Glossier understood the fact that millennials are not only participating in the conversation, they are the conversation. Glossier’s tightly edited product line—all of which retails below $30—includes go-to items like a priming moisturizer, easy-to-apply skin tint and a cleanser that was formulated based on consumer feedback from an Into the Gloss blog post. The company’s chic pink-and-white packaging was designed with the visually obsessed Instagram set in mind and can be seen in many an influencer’s feed. Advertising through understanding millennial habits

When beauty-blogger-turned-entrepreneur Emily Weiss started skin-care line Glossier, she formulated products that provided immediate effects, but also allowed users to wear less makeup. Glossier’s priming moisturizer is formulated to give skin a velvety feel, a glow-y look and calm down redness. “We added tiredness ingredient that…allows you to not wear as much foundation.” The brand, now well into Phase 2 (cosmetics), continues to grow, according to Weiss, citing replenishment figures. “Our girls who start with priming moisturizer end up buying it two-and-a-half to three times per year,” she said. “You have skin care and you have makeup, and I know the lines are getting blurred, but there’s definitely a white space between the two,” said GlamGlow cofounder Glenn Dellimore. That brand, he feels, fits into that space.

Advertising Strategy of Glossier

Millennial Branding Glossier emerged from the popular blog Into The Gloss, founded in 2010 by Emily Weiss. After years of learning what’s on women’s bathroom shelves and talking to passionate readers of Into The Gloss, Glossier (rhymes with dossier) was launched in 2014 with a limited range of products. That product line, along with sales, has grown over the past two years. The Glossier brand centers on the Cool Girl - a young woman who Weiss imagine has effortlessly full brows that just need a bit of tidying and not much need for makeup, thanks to either natural beauty or comfort in her own skin. Keeping beauty routine simple

While many YouTube and Instagram beauty gurus display piles of brushes and makeup application tools, Glossier products come in tubes and sticks, and are applied with just the help of some fingers. This is all in line with the current beauty mindset of millennials, keeping beauty routine simple.

“Brand is really, really important. It’s kind of everything,” Weiss said. As a creative – not a technical – founder, it’s her zone. There’s a signature shade of Glossier pink; there’s a focus on images of diverse women with dewy skin and minimal makeup; there’s a cheeky, millennialfacing voice. Packages come with playful Glossier stickers. Despite of its success, Weiss hasn’t forgotten Glossier’s roots as a blog, and it remains both a cosmetics company and a media brand—one with 337,000 followers on Instagram. Its intimate “Top Shelf” interviews on Into The Gloss reach about 1.5 million women monthly, offering girl-talk about the daily beauty routines of everyone from celebrity like Selena Gomez to Arianna Huffington.

Millennial-centric Advertising

Apart from branding themselves according to millennial s’s preferences and habits, Glossier understands how to tweak their advertising strategy to cater the Millennials. Relying heavily on direct-consumer advertising, Glossier recently introduced a referral program to enable their more influential followers to offer product discounts and other incentives to their unique networks with landing pages on Glossier’s website. Each representative’s Glossier page has a video introduction and her top product picks, along with discounts.

“This connection that customers have with Glossier and their willingness to advertise it for free (or at a cost of $60) means that Glossier has run with a sort of no-marketing marketing plan to go along with its no-makeup makeup mentality. As Buzzfeed in 2016, Glossier’s no-commerce commerce approach, the marketing is there, but it doesn’t feel like it.” - Cheryl Wischhover, Racked, VOX Media

Advertising Strategy of Glossier

Direct Consumer Advertising Nowdays, savvy entrepreneurs is taking advantage of this evolving landscape by launching direct-to-consumer beauty and grooming brands like Glossier, Stowaway, Bevel, Onomie and Context. These brands chose to speak to the millennial consumer as a form of advertising channel. Despite their rule-breaking business models—most rely on single-channel e-commerce sales, offer just a handful of SKUs and eschew traditional advertising in favor of social media and influencer relationships. The buzz that these new brands created is what any legacy brand would envy. The decision to go direct-to-consumer, says NPD Group global beauty analyst Karen Grant, offers a bevy of benefits. “It allows you to really get to know your consumer because you’re getting that direct feedback; you are able to cut down on inventory cost because you’re only building on demand; and you’re able to move really quickly and customize the line.”

Glossier’s take on Digital Advertising

It is estimated that Glossier owes 90% of its revenue to their influencers. As one of the Most Innovative Companies of 2017, Glossier work with these customers who engage with the brand on Instagram, Slack, and at pop-up events. As soon as new product is released, a steady stream of selfies shows on Instagram featuring women using new items, and Glossier re-shares them to the brand’s account. Moreover, Glossier invited about 100 of its top customers to be part of a group Slack channel. They exchange over 1,100 messages every week, Weiss said. Glossier’s marketing, meanwhile, has been motivated by user-generated content, which Weiss said does “more than we ever could,” as users post Instagrams and hashtag their personal beauty habits.

Disadvantages of DirectConsumer Marketing

As much as Glossier has been open about the inspiration the Into The Gloss fan community and The Top Shelf profiles have provided for the development of new Glossier products, some of the emailed requests to bloggers seem to seek information in a more contrived way. However, the problem with randomly asking bloggers and online personalities is that sometimes they play along, but most of the time they drag the hell out of your brand in their bloggers-only chats. Moreover, begging for what amounts to free consulting from bloggers isn’t very Cool Girl.

Advertising Campaign

Body Hero Advertising Co Glossier Year of production 2017 Media Platform Outdoor Print, Brand Ambassador, Social Media, Website

“It’s so funny that for our faces, we’re so willing to do anything, but for the body, we just can’t be bothered.” Bodycare, for one reason or another, has turned into the outcast of the skincare world—as if the skin on your face isn’t just as important as the skin everywhere else. - Glamour UK’s Beauty Director Alessandra Steinherr Glossier’s gorgeous new campaign touting its latest product launch—an oil-based body wash and body lotion combo called Body Hero—showcases five women with very different body types. In the campaign, these five woman each look luminous, and all appear in the nude. The campaign features famous personalities such as model Paloma Elsesser, retired basketball player and Olympic Gold medalist Swin Cash Canal, Trialspark clinical research coordinator and influencer Mekdes Mersha, LPA clothing brand creative director Lara Pia Arrobio and Tyler Haney, founder of sportswear brand Outdoor Voices.

The campaign “Body Hero” features gorgeous women with professions and body types across the spectrum. By showcasing several women with different body types who work in a variety of professional fields, the brand makes its message clear: Anyone can have glowing, dazzling skin—if they use Body Hero. The fact that they are all completely naked only reinforces that point. The launch of Body Hero campaign appears on the beauty brand’s website and its blog Into the Gloss, as well as its social channels. Out-of-home placements have also gone up in New York City and Los Angeles.

Brand 02

SK-II SK-II, a beauty company, is a fine example of marketing success in the beauty industry. Created in 1980, SK-II has grown into one of Asia’s most prominent beauty brands. It has a vibrant and strong fanbase across the continent. The study on SK-II hopes to understand how does such a prominent skincare brand advertise to its audience. Target Audience of SK-II

While most of SK-II’s business is in Asia, it has also managed to successfully sold its products in western countries such as US and UK. In Singapore, SK-II has established a firm-hold in the premium skin care industry with a strong base of loyal customers. SK-II branding focuses heavily on its key ingredient – Pitera, an anti-aging component, thus their target audience naturally becomes woman that are aged 30 and above (Gen-X). However, in recent years, SK-II has been actively promoting their products to younger women in their 20s (Gen-Y) with the recruitment of their younger ambassador such as Singapore celebrity, Shelia Sim and many Youtubers like Jenn Im and Chriselle Lim. In order to do this, the brand has been constantly claiming its belief that women should start protecting their skin as early as the age of 25. Advertising Practice

As authenticity is critical when messaging, the brand uses the practice of sharing SK-II consumer’s perosnal stories. This approach is most evident in the company’s recruitment of brand ambassadors, all of whom must have already been a user of SK-II products. The strong team of international artists has helped further strengthened the brand and brought out their consistent image across countries. One noteworthy thing about SK-II’s advertising practice is their “Change Destiny” campaign.

Advertising practices that they practice include - Advertisements, Magazine, Corporate Website, Social Media, Word-of-Mouth, Exclusive Events and In-store retail experiences Popularity of SK-II in Singapore

Despite not being in the TOP 5 brands of Singapore Millennials, SK-II is however according to Beauty & Personal Care Brand Shares – Singapore (% Retail Value RSP) @ 2013 Euromonitor, the No.1 beauty and personal care brand in Singapore as its has been constantly achieve the highest brand share for the past few years. SK-II “Change Destiny” Brand philsophy

In 2015, SK-II introduced a new brand philosphy - Change Destiny. The launch of the new brand philosophy Change Destiny was done through launching their biggest empowerment campaign. SK-II’s new brand philosophy, has been launching a campaign annually since then to inspire women to change their own destiny, regardless of the little “dictators” in their life. The campaign is held across all globe with some consistent across countries and some countries having their unqiue Change Destiny campaign. In the next few pages, examples of Change Destiny campaigns in different year and countries will be studied.

Advertising Campaign 01

Change Destiny Advertising Co Leo Burnett Singapore and Tokyo and Indy8 Year of production 2015 Media Platform Video, Film Social Video

In the first campaign of Change Destiny launced in 2015, SK-II launched a global film which featured acclaimed ballet dancer Misa Kuranaga who holds the honor of being the first Asian to become Boston Ballet’s principle dancer. The film was about Kuranaga’s life story of defying the odds to achieve professional success to help empower woman. Delara Lalwani, creative director, Leo Burnett Singapore said, “Until now, the skincare category has always focused on women’s insecurities, we wanted to change that. #ChangeDestiny was created to inspire women to take a different view of destiny – to remind them that destiny is in your hands, in the decisions you make and the chances you take. Hence, in order to bring the idea to life, research was done and they found Misa in Boston Ballet. Misa’s life story of struggles, the demons she had to face and how she overcame it all, left everyone in the room with a lump in their throats. We knew then we had to take this story to the world.”

Misa Kuranga was featured as her story perfectly exemplifies the philosophy behind #ChangeDestiny, SK-II’s latest campaign to inspire women to change their own destiny, regardless of the little “dictators” in their life. In the film, Misa shares the overwhelming challenges – or little “dictators” – she faced as she embarked on her career as a professional ballerina. Despite the immense challenges and rejection she faced, her grit and firm belief in taking control of her destiny contributed to her success. Gaurav Lalwani, added that today consumers have become more active online and social media isn’t just about sharing a status and liking photos. “Consumers today want to have a point of view on topics that are relevant to them.

We’ve created a new brand platform #Change Destiny for SK-II where we will use stories to help make this idea a talking point. There is a misconception that digital is just execution, e-commerce and promotion. In a way, we are going back to the start of advertising, where brands used to tell long stories and those brand stories created as much impact as feature films,” Lalwani said. The skincare category has always focused on women’s insecurities and the campaign by Leo burnett and SK-II aims to change that.

Advertising Campaign 02

Change Destiny Advertising Co Forsman & Bodenfors Year of production 2016 Media Platform Video, Exhibition, Website

Next, in 2016, , SK-II re-launched “Change Destiny”, a marketing campaign carried out mainly on digital and television platforms. In that year, the campaign focus on trying to shake off the impression that SK-II’s beauty products are for older women, SK-II began to market their products to younger generations. Pairing up with designers, bloggers, and influencers popular among millennials This campaign produced a 4-minute-video titled ‘Marriage Market Takeover‘ took on the stigma faced by unmarried Chinese women over 25, commonly referred to as sheng nu, or “leftover women”. The short film then profiles several young, single women in Shanghai, with raw emotional power coming through a series of interviews with their parents who complain and appear to disparage their daughters, right to their faces. The parents are then taken to the Shanghai “marriage market”, a place where they can post notices of eligible children and their

attributes in hopes of matchmaking. But on arrival, they instead find posters of their daughters telling them to respect their lifestyles in moving messages that seem to change their parents’ views. The video then ends of with hugs and family reunion, showing understanding from families towards these women’s or daughter’s wishes. Despite getting mixed reviews on the campaign,some deeming it as hypocritical and of how it only highlights the problem of woman in china but do not give a solution, this integrated advertising campaign. However ,on the other end it has also been praised as this campaign using the topic of ‘leftover women’ as a strategic campaign as it is a real situation in china, with 80% of China’s bachelorettes over the age of 24 experience pressure by their families to get married. All in all, Forsman & Bodenfors have done a great job at what they do as SK-II’s brand name is all

over the web, the majority of Chinese netizens welcomed the ‘change destiny’ message with open arms, and they have reiterated what the product behind the campaign is all about. The campaign has also boosted sales growth more than 50% over the past nine months and garnered 2.7million views on Youtube.

Advertising Campaign 03

Clear for Life Advertising Co Unknown Year of production 2010 Media Platform Outdoor Event Brand Ambassadors Sponsorship Social Media

Other campaign besides SK-II’s Change Destiny is Clear for life. This is a campaign that focuses on the environment. For more than 30 years, SK-II has touched the lives of millions of women around the world by helping them to “Live Clear” through the miracle of crystal clear skin. In 2010, SK-II launched the Clear for Life project, connecting women in need across Asia to a source of clear drinking water, so that they in turn can help empower their communities. This project “Clear for Life” was inspired by Global Ambassador, Cate Blanchett’s donation of 3 million liters of clear, purified drinking water to Asian communities in honor of SK-II’s 30th anniversary. For its inaugural year, the SK-II Clear for Life project has pledged a donation of 30 million liters of water through a partnership with Procter & Gamble’s Children’s Safe Drinking Water (CSDW) Program As for the campaign that executed in Singapore, it included festive light up in Orchard Road during the Christmas. In that year, the festive light up of SK-II’s Clear for Life campaign was

one of the more striking decorations that year located in front of TANGS Orchard Singapore. The tree was made up of more than 20,000 SK-II Facial Treatment Essence bottles. The light-up event was to highlight the brand’s pledge of 200,000 litres of clear drinking water to World Vision Singapore. It’s part of the SK-II Clear for Life project which aims to bring women across Asia a source of clear drinking water and has targeted to raise 3 million litres in its first year. The campaign ran for 5 weeks, and invited SK-II’s ambassador and local celebrities. To help create a more intimate experience, SK-II invited the public to try their hand at creating their own personal relationship with the brand while giving back to charity. This event is also in collaboration with World Vision Singapore, a a Christian humanitarian organisation that tackles the root causes of poverty and injustice across 100 countries.

http com lifetree-

Brand 03

Biore Biore is a staple brand of personal care products known to many Singaporens. In Japan, it is the No.1 brand. The brand is backed by Kao’s integrity in R&D. Each product has been carefully formulated & has gone through stringent tests. Their top picks are Biore’s sunscreens, makeup removers and cleansers because of how affordable they are, while delivering effectiveness. Introduction to Overseas Market

Consumer response in Japan has been outstandingly positive as the product is easy to use and the effects of cleaner skin readily discernible. This prompted Kao to quickly introduce the product overseas. TheAndrews Jergens Company (a US subsidiary of Kao) introduced the product in the US and Canada in May 1997. A month later, it was introduced in Singapore and Thailand. During the first week, stocks were sold out insupermarkets nationwide, and within the first month, it became the top-selling brand, outselling even theirhouse brand tissues. Later on when introduced in Singapore, the product was so popular that thieves broke into a local Singaporean supermarket to steal 360 boxes of the Bioré Pore Pack. Advertising Practice

Biore has practice advertising of their products through a variety of media channels such as Television, Radio, Newspapers, Magazines, billboards and the internet. Promotion fall into three main categories: to inform, to remind, and to persuade. They believe in the necessity to inform prospective consumers about new products and services, but other issue may also need this type of communication to consumers; new uses, price changes, information

to build consumer confidence and to reduce fears, full description of service offering, image building. It is vitally important to recognize thatpromotion, or marketing communications generally, may not always be aimed at potential consumer or enduser of service. In many business areas, it is to design promotions aimed at channel customers to complement end user promotion Popular products of Biore

Biore is Japan’s No.1 Makeup Remover brand and they have managed to cater to beauty lovers needs with their various cleansers that suit different lifestyle needs. They are constantly innovating and creating better solutions to “first world beauty problems”. Some of their popular products are biore facial wipes, uv perfecting spray and biore’s pore strip.

Advertising Campaign 01

Biore Facial Wipe Advertising Co Hakuhodo Singapore Year of production 2017 Media Platform Social media, Brand ambassador

Biore creates own digital influencer to come across as relatable and authentic. In a bid to promote its Biore Cotton Sheets product, Biore, together with Hakuhodo Singapore (Hakuhodo is a global top ten integrated marketing solutions company) has created its own digital influencer. Called Biore Belle, the “influencer” has her own Instagram page, where she touts the benefits of Biore Cotton Sheets, along with beauty tips and updates on her daily “adventures”. This was told through a series of vignettes via an unfolding panorama. This was formed by a set of connecting images which are seen as one big picture on Biore Belle’s Instagram feed. Some posts also include short videos on Biore Belle and how she uses the make up wipes. The creators of Biore Belle also aimed for her to be relatable and authentic, in a bid to celebrate real beauty in women. This is opposed to the usual practice of brands building their image around people who are seen as aspiration, but also unachievable at times, the press release stated.

According to Biore and Hakuhodo Singapore, this advertisiment allowed Biore, in a span of two months, to have achieved more than 532,000 impressions and almost 40,000 engagements, whilst cost per clicks was reduced by more than half. 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,” Chua Hui Min, Kao Singapore brand manager, said.“Influencer may seem like 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?” - Daphne Boey, associate digital director of Hakuhodo Singapore

Advertising Campaign 02

Biore UV Perfecting Spray Advertising Co Hakuhodo Singapore & IPG Media Year of production 2016 Media Platform Outdoor , Bus stop, Print, Brand ambassador

Kao Singapore’s launches its latest creative campaign, ‘Bioré UV Perfect Spray’ to drive awareness and educate commuters on the damaging effects from exposure to the sun’s ultraviolet (UV) ray, which cannot be seen with a naked eye. Customisation, Interactivity and storytelling are elements of Biore Singapore’s marketing strategy as it gears up to promote Biore’s UV perfect spray. The campaign aimed to reach woman aged 20 to 39, made use of context to deliver the right message is key. The Bioré UV Perfect Spray campaign leverages the contextual trigger of weather and time of day to deliver the right message at the right time and place - to educate the vital importance to protect their skin from the sun as sun damage occurs everyday and every minute their skin is exposed to the sun.

50 digital â&#x20AC;&#x2DC;playâ&#x20AC;&#x2122; screens were used in the campaign featuring three different creatives dynamically according to the UVI readings. The levels 0-2 reflects a low reading and features a blue visual ad to prepare commuters to be ready when the sun is up; readings 3-7 reflects a moderate to high reading and displays a yellow visual ad to remind to protect the skin from sunburn and UV damage; and UVI 8 and above calls for alert with a red visual ad to remind to reapply for extra UV protection.

Brand 04

Innisfree Innisfree, is one of the top 5 skincare brands in the minds of Singapore’s Millennials 2016. Innisfree, created by Amore acific in 2000 is a korean skincare brand that is naturalism-oriented cosmetics brand. AmorePacific, is also South Korea’s largest cosmetics maker by revenue. The brand’s name originated from W. B. Yeats’ poem, ‘The Lake Isle of Innisfree’ which means “an island that gives rest to the skin,” Since the beginning of the brand, it has been developing a variety of skin care products by using as many as 12 clean, natural ingredients, including green tea, tangerine, canola oil, honey and even orchids, all from Jeju Island which is something innisfree has been branding themselves for, a brand that uses natural ingredients from Jeju Island. The successful geographical spread of Innisfree.

In 2012, Innisfree began entering overseas markets. Though it has only been active internationally for a relatively short time of 5 yearss, Innisfree has been winning popularity among Asian customers and open 1600 stores worldwide. Currently, Innisfree operates more than 100 shops in mainland China alone. This brand has also opened more shops in Hong Kong, Taiwan, Singapore, Malaysia and India. The first month of sales at its flagship Orchard Road location in Singapore hit KRW 470 million when it opened in November 2013. Its second shop in Taiwan, which opened in June last year, saw daily sales of KRW 100 million. According to Innisfree, its overseas sales accounted for about 25 percent of its total sales last year, and the figure is expected to increase. Popular products of Innisfree

Some of the most popular Innisfree products among its overseas customers include a green tea seed serum and its super volcanic pore clay mask. Green tea seed serums are also known by the catch phrase, “3 second moisturizing after

washing the face.” This product is made from 100 percent pure green tea extract, freshly grown on Jeju Island. Since its launch in 2010, this serum has been sold out in most locations in central Seoul, including the one in Myeong-dong, Seoul’s famous shopping street. The product continues to enjoy a lasting popularity among customers. The super volcanic pore clay mask has been another iconic hit. Made from volcanic rock and particulate from Jeju Island, it has shown excellent exfoliating affects to help clean and maintain the pores. It has won a total of 22 international beauty product awards in the mask category, including a China 2013 Cosmo Beauty award and a Singapore 2014 Cosmopolitan Beauty Grand Prix award. Unique retail store experience

In addition to its popular products, some of Innisfree store locations also really grab the customers’ attention. Innisfree has been operating two “Jeju House” locations in Korea: one in Samcheong-dong in Seoul and the other on Jeju Island itself. Theses stores are unique as visitors of the Jeju Houses can learn more about how Innisfree products are made with natural ingredients from Jeju Island. They can even try to make their own eco-friendly cosmetics and sample some organic food grown there. This further enhanced their brand’s positioning of advertising themselves through the use of natural ingredients and eco-friendly cosmetics from Jeju Island. The packaging of Innisfree are also eco-friendly as they are made of recycled materials.

Advertising Strategy of Innisfree

Jeju House and Jeju branding Korean skincare brands are known for providing samples in order to appeal to customers and sell. But Innisfree feels that this alone may not be a powerful enough experience to ensure the customer gains a positive perception of the brand. At Innisfree Jeju House, visitors can experience everything about the brand with a variety of activities that satisfy the five senses, as well as spending a relaxing time surrounded by the beautiful nature on Jeju Island. Innisfree Jeju House was built to preserve the natural environment of the area. Visitors gets immersed and become part of nature while they enjoy Innisfreeâ&#x20AC;&#x2122;s cosmetics made with quality ingredients harvested from Jeju, as well as organic food made with fresh local ingredients. The idea of Jeju House furthers enhances Innisfreeâ&#x20AC;&#x2122;s embodiment of nature embracing and the identity of Jeju. Four zones in Jeju House

The Jeju house is split into 4 zones.

Riding on the “Made in Jeju” brand bandwagon Back in the 1970s, the typical visitors to Jeju island were Korean newlyweds enjoying their honeymoon. Since the 2010s, Jeju Island, thanks to savvy marketing and a visa-free policy, is pulling in millions of tourists from other countries. One of the biggest lure to jeju besides their food, environment and traditional goods is the cosmetic and skincare products. Many brands graudally rides on the reputation of Jeju,South Korea’s biggest island, which over the years has transformed into a resort area attracting more than 16 million tourists each year. The trend of jumping onto the Jejudo’s brand value, came to a point that its name is now being used for products that have very little to do with the island itself thus resulting in the island’s government stepping up to put the brakes on such usage where it began a non-mandatory certificate programme in an effort to curb misuse of the island’s image. This brought aboutthe “Made in Jeju” certificaate that is bestowed only to environment-friendly products that are manufactured in Jeju with at least 10% of the ingredients produced on the island and Innisfree being one of those brands. In addition to that, Innisfree in 2010,10 years after their launch, re-established its brand concept to “Natural Benefit from Jeju”.

Where there is a Jeju ingredient map, scent of Jeju and making paper with Jeju tangerine peel and accompaniment of music to share the story of Innisfree’s Jeju brand. 02 Customization Zone— Allows visitors to make their own natural soap using ingredients found in Jeju or make their own masks pack suited for each individual’s skin type. 03 Cosmetics Testing Zone— Display shelf filled with Innisfree products put out for testing. 04 Organic Green Cafe— A cafe to enjoy organic food and beverages made with fresh ingredients from Jeju Island. Lastly, it also includes a wide garden in front of the Innisfree Jeju House. 01 Jeju Story zone—

All these different zones allow visitors to learn about the brand through each of the five senses. To start with, the building has wooden ceiling and floors, giving it a nature-friendly ambiance. The glass walls on all four sides of the building enable visitors to look out into the vast green tea fields and forest, making them feel they are actually standing in the midst of Mother Nature. The vivid colors and pleasing presentation of the food and beverage also enhance visual satisfaction and increases one’s appetite. Basically, the entire experience at Innisfree’s Jeju House immerses one in the environmental-friendly approach that the cosmetics brand has taken. The space has been created to allow visitors appreciate its products better and enjoy a healing experience through careful planning.

Advertising Campaign 01

Colour clay mask Advertising Co Innisfree Year of production 2017 Media Platform Social media, Youtube, Television, Website

Multi-masking has been a thing since 2015 and it has been labeled a Korean beauty secret by the beauty industry. It refers to multiple masks being used simultaneously on different parts of your face to address the skin concerns for different areas. in 2017, Innisfree launched a clay masks series that is part of their favourite volcanic masks series - colour clay masks. Innisfreeâ&#x20AC;&#x2122;s new Jeju Volcanic Color Clay Masks consists of seven coloured clay masks in the line designed to troubleshoot different areas of concern. This 7 coloured clay masks are launched through a video clip published on their Youtube, Television and even Instagram channel in a fun and youthful manner. The video showcase the usage of the mask and how to have fun, take selfie and help to treat skin problems. Along with regular people, some of Innisfreeâ&#x20AC;&#x2122;s brand ambassadors also took part in the video to help create buzz. This advertisement also emphasize on the customization aspect of the product which is something their target audience, millennials is into these days.

Advertising Campaign 02

Someday in Jeju Advertising Co PostVisual Korea Year of production 2016 Media Platform Instore Website Film - Virtual Reality Brand ambassadors

In 2016, Innisfree introduced a VR experience in their Korea store. ‘Someday in Jeju’ is produced by Innisfree and Korean digital agency PostVisual,whereby a unique VR experience is shared between visitors and korean actor Lee Min Ho, who is also Innisfree’s brand ambassador. The experience is available in Innisfree store for anyone who visits. The storyline of the VR video is starts of with the viewer driving along the coasts of Jeju Island and picks up a hitchhiker who turns out to be Korean actor Lee Min Ho. The plot then proceeds on with the heartthrob leading the viewer on a tour of Jeju island, the Unesco World Heritage site where the brand,Innisfree supposedly originated. In the video, it is shown that although nothing more risqué than virtual hand-holding takes place, one young woman’s heart rate actually doubled to 179 beats per minute while experiencing the virtual date. This unqiue VR experience launched back in September in Korea and Shanghai 2016, due to the popularity of this unique experience, it will be appearing in Innisfree stores of other Asian cities with the exact same clip since their brand ambassador,Lee Min Ho, is popular across Asia.

Other similar attempts

Innisfree also used virtual reality to take consumers on the Jeju Flying Bike experience to collect its products’ natural ingredients. Visitors pedal in-store bikes to power their virtual reality travels around the UNESCO protected island of Jeju,showing the growth of many of the ingredients used by Innisfree in its products. This is another great way to tell a product story and enforce brand values in a small space. This experience was placed in Jeju house, several Korea Innisfree stores and shanghai’s Innisfree store. This allows the transportation of overseas consumers to be in the island of Jeju through the smart use of virtual reality. The idea was also devised by J. Walter Thompson sister agency PostVisual, which created the content over three months using a VR drone camera. The challenge was to break the limitation of the small retail space, and build a unique brand experience that can deliver the Innisfree brand story. With interactive play, the Jeju Flying Bike allow these consumers to experience the brand through their entire body and drives home the brand essence — Jeju Island.

Brand 05

The Face Shop The Face Shop is a South Korea based skincare and cosmetic brands, subsidiary of LG corporation. Products range from body,bath,skincare and makeup aimed at both woman and men. It operates 3,000 stores in 35 countries around the world. Launched in 2003, The Face Shop market itself largely based on natural product and help to recover natural skin tone. Within 1 year of opening their first store, it opened its 100th store and later in 2005,300th store opened. Just like the boom of K-pop, K beauty is also a booming industry with 22 stores in Singapore. Also, it uses Korea top stores as its brand ambassadors. The Face Shop is one of the first Korean beauty brands to venture overseas. The Face Shop is a beauty destination offering a wide range of affordable high quality products born from botany. No matter the skin type you have or the results you are looking for from your beauty ritual, we ensure you will find exactly what you need. Committed to offering a wide selection of high-end cosmetics based on customer needs. Introduction to Singapore Market

Currently, The Face Shop customers are predominantly of Asian descent. This is because people who shop at The Face Shop are those who know of the brand from places like Korea or Hong Kong, where The Face Shop has a much larger market presence. The reason for its success is due to the products it stocks, which feature an affordable price, good design and finely-tuned features. Another key to winning international success was developing products that take into consideration the various skin colors found among international customers. In the case of Blemish-balm creams and similar products, the Faceshop showcased a variety of colors and a range of tones, taking into account the various skin types among its customers.

While the company insists its consumer base comprises all age groups. It is, however, assumed that the major consumer segment is skewed towards career women from age 25 to 45 who are both health and beauty conscious given its price level and product range. With its clear concept of â&#x20AC;&#x2DC;Beautiful by natureâ&#x20AC;&#x2122;, its marketing has focused more on the intrinsic quality of its skin care products. Advertising practice of The Face Shop - Celebrity endorsement

Like other beauty and personal care manufacturers, the company aggressively adopts mass marketing activities, including advertising campaigns featuring leading Korean actors and actresses, to appeal to a wide range of consumers. The brand utilized a consistent endorsement strategy, using the same brand spokesperson for a period of time such as Korean movie star, Kwon Sang-Woo, Korean idol singer, Suzy and Korean actor- Kim Soo Hyun. These selected celebrities are usually famous celebrities in that specific timeframe or pop-culture icons. Advertising practice of The Faceshop - Loyalty Program

Besides celebrity endorsement, The Face Shop also practice the use of loyalty program. Within four months of launching the Nature Collection Rewards Program, The Face Shop secured 50,000 loyalty members across 30 locations. The loyalty program has quickly proven to be an effective sales and marketing tool for the beauty retailer. The use of loyalty program also help in identifying highly profitable customers is an invaluable insight that comes from launching a loyalty program. The powerful data accumulated over just four months has given The Face Shop a greater customer view to better analyze sales. This in turn helps invest marketing dollars effectively and ensure its brand remains relevant among loyalty members.

Advertising Strategy

Celebritiy Endorsement Company The Face Shop Year of production 2003 - 2017 Media Platform Store Poster Prints

Since the launch of The Face Shop in 2003, the brand has utilised a consistent endorsement strategy, using the same brand spokesperson for a period of time such as Korean movie star, Kwon Sang-Woo during the launch of The Face Shop. Other celebrities such as Korean idol singer, Suzy and Korean actor- Kim Soo Hyun have also been part of this practice of The Face Shop. These selected celebrities are usually famous celebriities in that specific timeframe or pop-culture icons. Recent studies of hundreds of endorsements have indicated that sales for some brands increased up to 20% upon commencing an endorsement deal. According to Anita Elberse, associate professor at Harvard Business School, some companies have seen their stock increase by .25% on the day the deal was announced. Through this strategy, the brand is also provided with an opportunity to create new markets and/or tap into an activation base of fans.

Although celebrity endorsement strategy in marketing communication context is not verified to bring only positive effects, it is known to create effects such as increased attention, image polishing, brand introduction, brand awareness, brand repositioning and underpinning global campaigns The origin of this strategy is also contributed by the Korea governmentâ&#x20AC;&#x2122;s efforts to sell its cultural assets overseas,aphenomenon of Korean culture acquiring global popularity and consumption called the Korean Wave. Since thesuccess of the Korean Wave, it ha sgenerated a number of Korean celebrity endorsed brands/ products in global regions. The Face Shop, Thailand, once mentioned in 2011 that just by putting a photo board of Korean star Kim Hyun Joong in front of the store, sales grew by whopping 100% in two month.

Takeaway

Future of Skincare Brands Advertising When Estée Lauder acquired MAC Cosmetics in 1998, the makeup artist-driven brand was still niche; its first 14 years in business driven by a grassroots, word-of-mouth marketing effort that helped build it into a global authority. But the company’s appointed president, John Demsey, didn’t choose to move ahead by investing heavily in print or television campaigns. Instead, the executive made the decision to focus on building more direct-to-consumer retail stores. “That helped to establish the brand’s presence,” says Demsey, now executive group president of the Estée Lauder Companies. “Not traditional advertising.” Under Demsey’s watch, MAC’s distribution jumped from 19 markets to more than 75. The brand contributes an undisclosed — but presumably significant — number to the $4.3 billion in makeup sales Estée Lauder generated in the 2015 fiscal year. Change in Advertising Practice

“Establishing community connections has actually become the new marketing,” says Demsey, who also oversees Tom Ford, Bobbi Brown and a whole host of other brands in Lauder’s portfolio. “It’s the social-advocacy model: Content that’s not created by you that actually takes on a life of its own. It has an earned media value that rivals what used to be the paid-for media value of yesteryear.” Turning digital The trend of transferring print and broadcast advertising dollars to digital effort is also prom-

inent in the skincare industy. For advertising, merchandising, sampling, promotion and production development were $2.77 billion in the 2015 fiscal year, nearly a 3% decrease from $2.84 billion in 2014. In the United States, L’Oreal spent $2.2 billion advertising in its 2014 fiscal year, down 2% from 2013. Coty’s consolidated expenses for advertising and marketing were $1.47 billion in its 2015 fiscal year, a 6% dip from $1.56 billion in 2014. Consumer packaged goods company Procter & Gamble cut its traditional media and online display budget by 14% to $2.64 billion in 2014.

Earned media, Direct consumer relationship

Rather than spending big dollars on traditional advertising, Fredrickson and Crowley have focused on

earned media and building relationships with mom and professional blogs.

Last

summer, they linked up with several like-minded startups, including Rent the Runway and Casper, to host events in cities across the country. It's not just millennial women who are falling hard for these new direct-to-consumer brands. Bevel, a shaving system for men of color, has attracted plenty of attention since being launched by Tristan Walker, a former Foursquare executive and current CEO of Walker & Co.

Brands are not only transferring budgets to digital campaigns, which often offer a bigger bang for the buck, they’re also consolidating agencies. (Working only with one of few agencies. In the past, a brand may have employed a different agency for its social media and print efforts. More often than ever, the most forward-thinking firms are one-stop shops.) However, the implications are unique when it comes to beauty, an industry that thrives when personal recommendations convert into purchases. “Younger customers are not reading a magazine cover to cover, they’re not ripping out pages

of an ad and taking them to Sephora,” says Chris Haines, director of strategy at e-commerce consultancy Fluid. “They’re seeing products on Instagram.” While luxury accessories and fine jewellery brands — which sell products that can reach the five or six figures — still rely on traditional media to help establish their brand message, the relative affordability of beauty means that getting a reader to convert to a buyer is easier, and more effective online.

Getting less dependent on advertising

Both niche and legacy brands are finding that vlogger product reviews, customer comments and compelling editorial content across their own platforms are more financially efficient ways of marketing their brands, engaging customers and above all, driving sales. “In the mix of our businesses, the brands that grew the most in 2014 were also very low in advertising and promotion intensive,” said L’Oreal chief executive officer Jean-Paul Agon on a February 2015 earnings call.

“Kiehl’s has no media. Urban Decay has no media. Many of these brands have

no media.” What they do have is word of mouth, which, according to marketers, has become an even more powerful tool in the past decade. “Mobile has changed the conversation,”

says

Chris Gilbert, a social media manager at digital agency Kettle. “If people are sitting down over a drink or brunch and talking about the latest brands, the difference now is that everyone has their phone and become looped in instantly.” According to L2’s Homa Zaryouni , in 2015. “Just look at Sephora.com, Sephora visibility can boost conversion due to its number of reviews, which influence 90% of beauty purchases,” “Best-selling products on Sephora have, on average, 5x the reviews than on comparable sites.” A study by Reevoo, a company that offers ratings and reviews services to retailers, suggests that 50 or more reviews per product can mean a 4.6% increase in sales. Many brands are even using comments to help develop products. “This is a company built just as much around our community as it is by us,” Glossier chief executive Emily Weiss told BoF in September, citing a post about a prospective face wash that generated more than 370 comments. In-house advertising Brands are also choosing to invest more in their own channels of communication, from social media to website editorial content. “Advertising is one to many, whereas social media is one to

one,” Haines says. “To suddenly have that word-of-mouth effect is so much more powerful.” He also said “For a smaller, emerging company, it makes absolutely no sense to take out national ads,” he continues. “The ones that do it want to reach retailers and wholesalers. If you’re trying to build a brand and sell product, digital is your best value. It’s cheaper, you can target it, you don’t have to pay if it doesn’t work. It’s

all the things that print advertising is not.

Social media as a direct consumer tool

Weiss, founder of Glossier, noted that in 2017, not only is the customer always right, but thanks to social media

— whether it’s a product review on Amazon or an Instagram post — that cus-

tomer “has a microphone and she’s reaching 50, 500, 5,000 or 500,000 of her nearest and

dearest friends and is able to talk about her preferences.” To ensure she is saying only positive

things about Glossier, the company focuses on maintaining product quality, of course. “Ultimately we’re making and selling a consumer good that needs to work and that needs to make customers happy.” But Glossier is also

very focused on transparency and “voice,”

Weiss explained. “We like to

think that whenever we talk to our customer through captions on Instagram or through email or through copy on the site, that we’re writing text messages to a friend.” For Glossier, “staying true to that voice has created a lot of loyalty and trust with our customers,” she said. Collaborating with other brands, knowing your competitors

One point we found particularly interesting during Weiss’s talk was about Glossier’s willingness to acknowledge and support other brands, which apparently adds to the feeling that Glossier has its customers’ best interests at heart. Said Weiss: “In the old days of beauty marketing and even still today, beauty brands refuse to show other brands in their Instagram feeds; they live in their own world of Cover Girl and they aren’t acknowledging customer behavior. The reality is that customers are mixing and matching and everyone is creating their own recipe for how they want to look, and we at Glossier really encourage and celebrate that.” In conclusion,

Skincare brands advertising are moving towards digital platforms. They are keeping advertising to a minimum and relying more and more on earned media, word-of-mouth and through forming a direct consumer relationship via online personalities and social media. Advertising are also increasingly done in-house so as to keep content as close to the brand as possible. Brands are also getting more open about discussing competitors products and acknowledging and responding to what consumers really wants. Skincare brands are also emphasising on brand story, building its advertising campaigns all around their brand’s philosophy. Lastly, the rise in collaboration between brands, brands are no longer working alone but instead together to reach a common target audience. This is not only a common phenomenon in skincare brands but also in luxury and fashion brands.

BRANDS THAT DOES INTEGRATED ADVERTISING Continuation from the website, these examples further support the effects in which integrated advertising can bring about to brands who practice it. For a recap, Integrated advertising is “ Combining several media channels and tools under one big idea, in order to produce a greater experience for the consumer. ” - BBR Saatchi&Saatchi

All these different media channels serves the big idea and help analyze the effectiveness of each tool during and after a campaign, an in other words, the role of an advertising agency becomes a brand navigator. From the study of skincare advertising we understood that brands are now consolidating agencies whereby the brand only work with one or few agencies. With this, now advertising agencies would need to be more attentive to what consumers want and also to be updated with new and innovative media tools in order to create more memorable and emotional advertising for the consumers since they are fully in-charge of all the ads in the brand. Not only with the advertising message, but the experience that comes along with it allows a brand to overtime become a “lovemark”, a brand that consumer really loves. In this phase of the study, we look at what are some of the strategies deployed in Integrated advertising to fully maximize the uses of each mediums(the study of individual medium is in the website). These examples showcase the brand’s and/or advertising agencies understanding of consumers needs and wants. Although it is not millennial focused, it is not important here but what is important is the smart use of Integrated advertising through understanding their targeted consumers behaviours,needs and wants.

INTEGRATED ADVERTISING

List of Brands that does Integrated Advertising Campaign

Ikea Ikea is a sweden furniture company that has established itself all over the world with affordable furniture. Ikea is also known for its brilliant advertisements but in this study,it would not be the most famous ikea ads but ads that are participation, causes and lifestyle focused to look at the different strategies deployed in advertisements

Volkswagen Kombi Manufacture of the Kombi, which had been produced since the 1950s and became an emblem of the 60s counterculture, would cease in Brazil, its last production market in the world. The campaign was done in the manner by celebrating consumers’ memories of the Kombi in a highly individual brand voice.

Spotify Spotify, the most popular music streaming service globally, is bidding adieu to 2016 with a global out-of-home creative campaign that marks the company’s largest ad campaign ever. The campaign showcased wit and Spotify’s attentiveness to what their customers are listening to.

P&G Always With emerging brands coming every year, Always loses their consumer base and resulted in declining resonance with younger consumers. Through investigation, Always found that gender stereotypes are ingrained in our culture they are even part of the language. Thus based on the expression ‘like a girl’ Always came up with a revolutionary campaign which is still kept in line with their brand message,confidence.

Ad 01 - Lifestyle

Instead of Cafe Advertising Co Instinct, BBDO Group Russia Year of production 2016 Media Platform Social media, Guriella Advertising Video Outdoor

Ikea Instead of Cafe is an idea whereby shops are set up around several cities whereby Ikea Kitchens become available for people to rent and dine with friends. Ike launched a unique service called â&#x20AC;&#x2DC;Instead of Cafeâ&#x20AC;&#x2122; in Moscow and St. Petersburg to challenge the restaurant experience and prove that Ikea kitchens can easily beat it. This was done through setting up cafes using Ikea furnitures. The space Ikea occupied were previously restaurants that closed around 6 months to 2 weeks ago. The instructions are simple: if you are interested, you have to choose an IKEA kitchen you like and book it. A woman who booked one said it was very complicated to score a kitchen spot due to high demand. Other people were stating what they were making in the kitchen, such as a pumpkin bake. To show that the advertising project was a success, the video shows photos from Instagram of people in the IKEA kitchens, together with the number of people who got to try them and how many photos they had shared.

Types of Media Platforms Pop-up Cafe

To make the idea real, ikea set up pop-up cafe that is made of Ikea kitchen and furnitures where visitors can book and have a meal with their family and friends. Video

Throughout the whole video, they show different news outlets reporting the opening and everyday life of the Instead Of Cafe. The cafe is open to all kinds of occasions from childrenâ&#x20AC;&#x2122;s parties to dates and meet-ups with friends. In the video, it shows people using these Ikea kitchen for their meal gathering with friends and family.

Social media:

It is also shown in the video that while the visitors have their meals, they snap photos and all these are uploaded onto social media platform which is further used to promote the idea of dining in ikea kitchen instead of cafe.

Ad 02 - Causes

Soft Toy For Education Advertising Co Ikea Year of production 2014 Media Platform Website In-store

Since 2003, Ikea have donated â&#x201A;Ź1 for every soft toy sold during the Soft Toys for Education campaign in IKEA stores in November and December. In 2014 and 2015, new collections of toys were designed by kids to help even more children get the quality education they deserve. This advertisement uses the strategy of using causes to win the hearts of consumers, something that is commonly practice across brands. Although there is not much buzz about the campaign, it ran from November 9, 2014 to January 3, 2015 and raised almost raised almost $1.2 million. This campaign is a continuous campaign of Ikea and every year additional and different ideas are introduced. In 2015 Soft Toy for Education campaign also saw the introduction of the SAGOSKATT collection, the first ever range of Ikea soft toys inspired by children from all over the world through the Soft Toy Drawing competition.

Types of Media Platforms Video :

In the video, it shows a soft toy that resembles a girl drawing something on a cardbox that is found in Ikea. As the story moves along, the girl joins the other soft toys, showcasing what are the soft toys that is part of the â&#x20AC;&#x153;Soft toy for educationâ&#x20AC;? campaign. The video is kept short and easily understood by viewers. Website :

The video is also posted onto their Ikea website and the Ikea Foundation website where more information of this campaign can be found and/or other ongoing activities that revolves around the same campaign.

Ad 02 - Participatory

What Kids Want Advertising Co Instinct BBDO, Russia Year of production 2014 Media Platform Social media, Billboard, Direct Mail, Outdoor Print

The Ambient Advert titled Create what you want, Museon Catalogue Launch Event was done for IKEA in Russia. It was released in Apr 2014. In 2014, the Ikea catalog is family focused and thus Ikea came up with the idea of placing kids as focus. This advertising campaign revolved around the idea of kids taking control. Ikea acknowledges how Russian parents despite knowing how creative kids can be, they had never dare to encouraged their kids take control of designing their room or create what they want, limiting their creativity. The children who participated in the event worked alongside with professionals and curated their living space,directed a short film,created a website and even billboard advertisement. The advertisement campaign shared an empowering message, highlights the importance of getting involvement, willing to take risk and place trust in children and/or their young customers This campaign won the Best event marketing campaign for MIAF Awards 2014

Types of Media Platforms Outdoor exhibition :

To make the message really go through, Ikea set up an outdoor event inviting family with kids to create what they want using Ikea furnitures. The kids and invited professionals work together to put together an Ikea catalog of what they have created. This took part in huge pavilion spaces all over the space. They also learned how to film a TV commercial which was later on put up. Billboard & Outdoor prints :

These created works of how kids create their room and spaces are then placed up onto a big screen located centrally at the outdoor exhibition. It is also later on transferred onto billboards and prints.

Website :

Lastly, these kids also put together a website led by professionals on what they have created together ove the past few weeks.

Brand 04 - Volkswagen Kombi

Kombi’s Last Wish Advertising Co AlmapBBDO Year of production 2015 Media Platform Web promotion, Magazine, Print, Web film

Manufacture of the Kombi, which had been produced since the 1950s and became an emblem of the 60s counterculture, would cease in Brazil, its last production market in the world. The campaign that followed is an example of how a brand-owner can use bold creative choices to turn the brand’s weaknesses (age and inflexibility) into strengths (longevity and consistency). By celebrating consumers’ memories of the Kombi in a highly individual brand voice, VW put the vehicle back in one final spotlight. The brand-owner will hope it also grew the base of affection for its remaining and future brands. The couple that travelled around the world in a Kombi received the last ever Kombi odometer, with the highest mileage possible. And the football fan from Brazil who took his Kombi to three World Cups got the last ever Kombi hubcap, autographed by Pelé. The Kombi would deliver all of its bequests, turning each stop into a chapter in a special webseries. Almap BBDO won the Top Blue Wave Award at Wave Festival in 2015. VW Brazil differs because it tapped into feelings for a brand about to be obsolete.

Types of Media Platforms Web Promotion & Magazine :

Success of the advertising campaign

In October 2013, it ran an initial ad in magazines and online, announcing the impending end of Kombi production, and inviting people to upload online their stories about the vehicles.

— On a budget of R$1.2m (£250,000), the campaign generated overwhelmingly positive earned media, valued at R$14m, and reached 35m people.

Print & Poster :

— Volkswagen scores for top of mind and empathy improved, as did VW-branded search volumes.

The copywriting and imagery of this phase played off automotive launch clichés (“Un-introducing the Volkswagen Bus. Soon at no dealerships near you”), to transform the end of manufacture into product ‘news’ spread across to create nostalgic. Web Film :

In the final phase of the advertising campaign, a Kombi was used to deliver the items bequeathed in this “will”. A mini-documentary was created for social media of the Kombi on its last-ever journey, including meeting its “brother” – the son of the man who designed the model.

— About 12% of Kombi sales (about 840 incremental unit sales) during the period were attributed to the campaign. Production of a Last Edition model sold out twice. — Regular Kombi bus sales in Q4 2013 were up 17.7% year on year, and VW, as a whole, grew its market share.

Brand 05 - Spotify

Thanks 2016, It’s been weird Advertising Co Spotify and Stinkdigital Year of production 2016 Media Platform Social media, Billboard, Direct Mail, Outdoor Print

Spotify, the most popular music streaming service globally, is bidding adieu to 2016 with a global out-of-home campaign that marks the company’s largest ad campaign ever. The ads were developed by Spotify’s internal creative team along with Stinkdigital agency. Different versions of the ads, which was rolled out across 14 markets, contain localized messages(micro-focused) from Spotify, driven by data from listeners and pop-culture topics relevant to events from 2016. The advertising strategy is based on the insight that people’s true idiosyncrasies can be revealed by taking a deep dive into their musical listening habits. For the second year in a row, the company used data to fuel a unique creative insight that is universally relatable across markets. If playlists are a soundtrack to our daily lives, then dissecting the specifics of our music listening habits can say a lot about the past 12 months.

Types of Media Platforms Billboard & Outdoor prints :

One ad calls out a user for listening to Justin Bieber’s “Sorry” more than 40 times on Valentine’s Day. (“What did you do?”, the billboard coyly asks.) Another billboard questions the true meaning behind a user playlist entitled, “One Night Stand with Jeb Bush Like He’s a Bond Girl in a European Casino.” Direct mail :

Other elements of the campaign, set to roll out in the run-up to Christmas, include emails to customers on their own personal usage of Spotify, and digital and social ads that also use the data-driven insights. This choice of media created personalised advertising towards exisiting consumers.

Web promotion, Web film and Social Media :

The advertising team also placed the curated ads on other websites and social media such as Facebook. Next, Spotify also worked with top artists and online personalities to reward fans who’ve listened more than anyone else.

Brand 06 - P&G Always

Like A Girl Advertising Co Spotify Year of production 2016 Media Platform Social media, Billboard, Direct Mail, Outdoor Print

Protector & Gamble feminine products brand, Always, core brand message was always about confidence. With emerging brands coming every year, Always loses their consumer base and resulted in declining resonance with younger consumers. Through investigation, Always found that gender stereotypes are ingrained in our culture they are even part of the language. The expression ‘like a girl’, in fact, is often used as an insult to tease somebody who is weak, over-emotional or useless. Always, one of the biggest makers of feminine care products, debuted a 60-second spot during Sunday night’s game, highlighting the brand’s “Like A Girl” campaign. The ad push, which began last summer, shows differences in how young women, boys and young girls perceive the phrase, “like a girl.” The Super Bowl ad won kudos all over the Internet for changing the conversation about what it means to run, throw and do pretty much any activity “Like A Girl.”

Types of Media Platforms Viral Marketing :

With more than 80 million views worldwide, the “Like a Girl” video from Always has become an anthem for the empowerment of young women since debuting in June 2014. Television :

Super Bowl Ad The brand gave its campaign a renewed burst of visibility by airing a shortened version of the popular three-minute clip as a 60-second national Super Bowl ad. Web film :

The original video, created by agency Leo Burnett’s offices in Chicago, London and Toronto, has been viewed more than 54 million times on YouTube and nearly 30 million more times on other sites

Use of Social Media :

To drive participation, we leveraged the hashtag #LikeAGirl as a call to action and asked women to tweet the amazing things they do ‘#LikeAGirl’. We also created a #LikeAGirl page, hosted on Always.com, to serve as a campaign hub Success of the advertising campaign

In the first 3 months — It generated over 90 million views views — 1100+ earned-media placements — 4.4bn+ media impressions — Twitter followers tripled and 177,000 #LikeA Girl tweets even from celebrities — YouTube Channel subscribers grew 4339%. — Higher-than-average lift in brand preference; claimed purchase intent grew more than 50% among our target. Lastly, in a study conducted in December 2014, almost 70% of women and 60% of men claimed that “The video changed my perception of the phrase ‘like a girl’”.

TAKEAWAYS

Based on the readings,

Takeaways Advertising clients increasingly want “integrated” campaigns that blend online and traditional media, direct mail, marketing, public relations, social networking and even customer loyalty programs. Instead of using a roster of agencies with expertise in different disciplines, clients are keener to use just one or two firms which can offer many of those skills under one roof. “About half the new business pitches we are working on are integrated pitches,” says David Kershaw, chief executive of ad agency M&C Saatchi. These days. clients are no longer saying they want just advertising, they say they want a range of marketing tools in their advertising campaign. My takeaway from the readings

From the readings and study of these Integrated advertising campaign done by different brands and deploying different strategy, there is a few common patterns notices such as : — to create buzz, word-of-mouth is still required to spread the advertisement. — these advertisements all understood what their target audience wants. — although the advertisements are spread across different platforms and uses different medium, the advetisements that appears on different platforms are not shared but re-designed to suit specific platforms better. — ideas do not have to be complicated, it could be simple but still impactful. — the use of participation of regular consumers in the making of advertisements promotes collaboration and create a better impact. Future direction

— Think of how earned media, word-of-mouth can help to leverage the use of Integrated Advertising — Encourage participation of consumers, forming a collaboration between brands and consumers. This should also mean embracing competitor brands or brands that are used alongside - see glossier.

REFERENCES Glossier → Avins,Jenni. “Glossier is building a multimillion-dollar millennial makeup empire with Slack, Instagram, and selfies “Quartz. The social network. 2016. → Bruner,Raisa. “This beauty startup has become so popular that it has 10,000 people on a waitlist for lipstick” Business Insider US 2016 → Elsesser, Paloma et al “Meet Glossier Body Hero” In The Gloss. Just In. 2017 Roby.E,Tacy. “Inside Glossier’s Unmarketing” Racked. 2016 → Nussbaum, Rachel. “Glossier’s New Campaign Shows 5 Real Women—and 5 Refreshingly Real Bodies” Glamour Magazine. Beauty. Sep 2017 → Mlotek,Haley. “How Glossier Harnessed The Myth Of Cool Girl Makeup” Fader. Style. Issue 106. 2016 → Wischhover, Cheryl “Glossier Is Going After New Customers With an Army of Reps” Racked. 2017 → Yeh,Laura “Laura Yeh, Designer, Glossier” In The Gloss. The top shelf. 2017 SK-II → Iyer, Byravee “SK-II debuts ‘category convention breaking’ philosophy” Campaign Asia. Digital marketing. 2015 → Gaskin, Sam “The cultural insight behind SK-II’s viral ‘leftover women’ ad” Campaign Asia. Marketing. 2016. → Koetse, Manya “Behind SK-II’s China’s “Change Destiny” Campaign” What’s on Weibo. China fashion&beauty. 2016 → Manjur, Rezwana “P&G’s SK-II unveils a new brand philosophy” Marketing-Interactive.Lighthouse Independent Media Pte Ltd. 2015 → MakeupMag “SK-II clear for life project and christmas tree light-up at tangs” Makeup stash. 2010 → Wendy. “Brand of the week – SK-II #ChangeDestiny campaign – An inspiration to all women around the world” 2016, Navada Group Biore → Campaign Brief Asia “Hakuhodo Singapore creates a digital influencer Bioré Belle for Kao’s Biore Cotton Sheets” 2017 → Campaign Brief Asia “Hakuhodo Singapore goes interactive to launch the new Kao Bioré UV Body Care Serum” 2017 → Marketing Interactive. “Kao Singapore finds cretive ways to promote sunscreen” Marketing. News. 2017 → Neoippatsumaru “Biore Case Study” Scribd. 2016 → Spencer, Natasha “Kao Singapore and Hakuhodo promote Biore’s UV protection serum.” Cosmetics design asia. 2017. → Wong,Debbie “using context and creativity on digital ooh, biore creates impact with the right messaging.” Clear Channel Singapore. 2016 Innisfree → Ad,nut “Innisfree and Lee Min Ho set hearts aflutter with VR” CampaignAsia.2017.http://www.campaignasia.com/video/ innisfree-and-lee-min-ho-set-hearts-aflutter-with-vr/432838 → Bo eun,Kim. “Amorepacific focuses on customer experience” Koreatimes. National. 2013 → Gayong,Park. “Cashing in on the Jeju name” Asiaone. Korea Herld. Asia Nerwork. 2016 → Hicks,Robin. “Korean beauty brand takes Chinese consumers to idyllic island on flying virtual reality bicycle” MumbrellaAsia. News. 2016. → Wokye,Elizabeth. “AmorePacific Sales Soar As Tourists Race To JeJu For Cosmetics” Forbes. 2014

The Face Shop → Soda Kim “Why Missha is falling behind in Korea cosmetics race” Campaign Asia. Marketing,News, Opionions. 2010. → Byun, Eun Mo “impact of k-pop celebrity endorsement on thai brand image” Chulalongkorn University. 2015 Ikea → Tugayeva,Mariya. “Ikea allows anyone to book a kitchen inside their store to cook an amazing family dinner” Creative Guriella Marketing. 2016 → Young, Meghan “IKEA’s Instead of Cafe Pop Up Addresses Dining Affordably” Trend Hunter Marketing. 2016 → Ikea foundation “SOFT TOYS FOR EDUCATION” 2015 → The star online “Record contribution for soft toy campaign” Metro news. 2016 → Colouribus “Create what you want, Museon Catalogue Launch Event for IKEA” Turnkey Projections Inc. 2014 Kombi’s Last Wish → AdAge “Volkswagen’s kombi exits brazil with fond farewell in ‘last wishes’ ” AdAge. Gallery.Video. Volkswagen. Kombi’s last wish. 2015 → D&AD “Kombi Last Wishes” N.D → Knapman,Chris. “After 63 years, it’s the end of the road for the VW camper “ Telegraph. Motoring. 2013 → Grande, Carlos. “The end of the road: Kombi’s last wishes boost brand” Campaign live. Trending. 2015 Spotify - Thanks 2016,It’s been weird → Campaign live “Spotify “Thanks 2016, it’s been weird” by Spotify” Video. 2016 → Creativity - Cannes Lions “2016 Wrapped (Spotify Integrated Ad Case Study)” Youtube. 2017 → Nut,Tim “Spotify Crunches User Data in Fun Ways for This New Global Outdoor Ad Campaign “ AdWeek. Creativity. 2016 → Perry,Katie. “Data-Driven OOH Campaign from Spotify Thanks 2016 for a ‘Weird’ Time” Social Media Week. Marketing. 2016 → Roberts, Hannah. “Spotify says: ‘Thanks 2016, it’s been weird,’ in its largest ad campaign yet” Business Insider US.2016 Always - Like A Girl → 522 Productions “Always brand’s “like a girl” campaign makes waves” n.d → D&AD “Case Study: Always #LikeAGirl” D&AD Organisation n.d → Berman, Jillian “Why That ‘Like A Girl’ Super Bowl Ad Was So Groundbreaking” Huffingtonpost. Business. 2015 → Campaign live “Case study: Always #LikeAGirl” Campaign live. Haymarket Media Group Ltd. Feature 20015 Others → Quek,Eugene. “Millennial Movement: These Beauty Products Are What Gen Y Girls Are Into These Days” Elle Singapore. 2017 Oct → Spanier,Gideon “Future for ad industry is. Simples; on advertising & marketing” The evening standard. Newspaper article. 2010

Edited by Felicia Agnes Salim

A compilation of case studies of Skincare brands advertising and brands that practice Integrated advertising.