Aug 09,2022

Hada Labo's Virtual Beauty Masterclass

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

Challenge

For the past 2 years, Malaysian women's work and home life balance has disrupted their skincare regime, taking a toll on their skin. Recognising this, Hada Labo took this opportunity to relaunch their new and improved formula, Hada Labo Gokujyun Hydrating Lotion. But the influx of K-beauty products has caused a proliferation in the market and could possibly affect Hada Labo’s relaunch.

We needed to find a unique way to connect and engage with audiences with compelling reasons to buy/believe in the brand. Malaysia has a very high mobile social media penetration rate that ranks top 5 globally, the highest in the region. We looked at 2 key objectives, 1) Create an impactful brand relaunch with high reach and engagement 2) Increase sales and purchase intention for the brand.

Solution

We did a deep dive into our consumers’ media habits and found that they are getting more specific in searching for skincare products tailored to their individual needs.

  • 65% growth in searches for “best serum for...” Acne, Combination Skin, and ‘Best Serum’ +190% and ‘Best Hydrating Toner’ by +100, showed consumers relying on beauty and skincare information before making a purchase decision.
  • There was also a 1.4x growth in watch time for beauty, skincare tips related videos, proving Malaysian women preferred visual content to learn more about skin care.

The idea was to host the first ever Hada Labo’s Virtual Beauty Festival with a series of Beauty Masterclasses by top beauty influencers in the country on social media. Apart from skincare and beauty tips, the festival beauty masterclass was meant to empower and inspire audiences to upgrade their own life towards the next level of personal development.

We executed the campaign anchored on social media through 3 phases - Awareness, Engagement & Amplification. 

Awareness

  • We started by launching Hada Labo’s new commercial in 2 languages - Chinese and Malay announcing Hada Labo’s new and improved formula, aired across Astro’s Malay and Chinese channels to optimise reach. 
  • We deployed creative viewability ads across Astro’s digital platforms with over 10.6 million unique visitors to maximise brand exposure. 
  • We utilised catfish and parallax creative ad formats on mobile platforms to highlight the brand message in a non-intrusive way. 

Engagement

  • For 8 weeks, the Hada Labo’s Virtual Beauty Festival Campaign from 11 March - 21 April 2021 was streamed across 8 livestream sessions on Hada Labo’s Facebook Live and simulcasted across Gempak and Xuan’s platforms. 
  • The weekly livestream masterclass was conducted by Beauty Gurus and KOLs who shared their upgrading tips for fashion, personal confidence, career, makeup and skincare. 
  • Each livestream session saw the KOLs and Beauty Gurus demonstrating the new upgraded  formula of Hada Labo’s Hydrating Lotion with their honest reviews on how it feels on their skin. 
  • Q&A sessions with viewers allowed KOLs to share their beauty, skincare secrets as well as their personal journey of empowerment. 
  • Weekly contest was held to giveaway Hada Labo weekly prizes to increase participation from audiences. 

Amplification 

  • 12 versions of pre-event hype video by Beauty Gurus and KOLs were cross promoted on social media, calling for audience participation. 
  • TV promos across Astro’s channels directed offline viewers to online live streams to watch the masterclasses. 
  • KOL & Beauty gurus appear on top entertainment talk show, MeleTOP to encourage viewers to watch Hada Labo Beauty Masterclass live stream and win attractive prizes. 
  • Partnered with major retailers like Watson and Guardian to simulcast the session on their Facebook platforms. 
  • Leveraged popular e-commerce platforms like Shopee and Lazada to close the loop on purchase conversion by directing consumers either in-store at trade outlets or online via Hada Labo’s official store.

Results

The campaign connected with audiences, delivering positive results:  

  • Highest views achieved on livestream session across 8 weeks at 2,156,272 views, surpassing benchmarks by +169% 
  • Reached a total of 2,357,662 people which is +11% higher 
  • Recorded a total engagement of 71,697 which is 138% more compared to previous Hada Labo campaigns on the same platform, targeting a similar audience.  

Overall, the campaign helped boost Hada Labo’s sales performance by indirectly influencing target consumers’ skincare purchase decision as indicated through

  • Hada Labo’s Gokujyun Hydrating Lotion recorded positive sales uplift from YTD Mar 2021 vs YTD Mar 2020 which saw the Total Lotion grow by +54%. 

This further cemented Hada Labo’s position and staying power in the skincare market especially amongst Millennial women in Malaysia.

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