The campaign will be launched from 1st September to 31st October, especially with online tactics to leverage the reach and create social buzz for the brand.
CAMPAIGN FRAMEWORK
PHASE I: TRIGGER
Key Hook: Chat Bot
An AI-based and text-based chatbot helps customer define their skin types via 2-min quiz, then give personalized skincare routine advice with Kiehl’s Retinol based on their skin type result
Rationale:
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Customers demand instant replies when communicating with brands → Using a chatbot allows Kiehl’s to create a new & exciting communication method in a more convenient way with 24/7 automatic immediate reply.
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Facebook Messenger accounts for 79% of Vietnamese internet users.
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Millennials prefer interactive and entertaining content → A fun tagline and slang based on skin types ‘Da dau khong u sau’, ‘Da kho ngay ngo’ will create a relevant & unique conversation → create a “Wow’ experience → increase eWOM and help build brand awareness in phase 1.
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Combining with mini-activity, Kiehl’s utilizes current Facebook profiles, as an online-life of Vietnamese users, to share the quiz result with hashtag → generate social buzz.
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Supporting tactic: Minigame
The minigame will be launched on Kiehl’s fan page with the triggering question ‘Which skin type isn't recommended to use Retinol’?
Rationale:
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Simple mechanics and questions help users easily engage with brands and spark discussion about skin types and Kiehl’s Retinols → trigger the needs of consumers to join later activities.
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Generate buzz & brand mentions → obtain outreach, enhance the brand presence on social media → build product awareness.
PHASE II: ENGAGEMENT
Key Hook: Tiktok Branded Challenge
Blooming Record Challenge
Using TikTok filter template with Branded Effect and music,
users easily add their photos, skin types information, and generate a short clip challenge.
Rationale:
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Millennials Tik Tok users are expanding.
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Tiktok challenge can engage current Kiehl’s retinol users to the challenge and collect valuable testimonials while simultaneously introducing the product advantage to new customers.
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Tiktok challenge helps the brand go viral when appearing in front of the feed of users and using brand hashtag → increase product awareness & brand buzz.
Supporting tactic: Promotional Video
A 15-second blooming progress video of 5 mini KOL, representing five different skin types, will be aired on Facebook Fanpage, Tiktok Fanpage, and Youtube to show effectiveness on all skin types after 12 weeks of using Kiehl's Retinol.
Rationale:
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After understanding skin types and Kiehl’s retinol works safely on all skin types, testimonials/reviews are must-have artifacts to educate users on how the product can help. In this stage, video is a crucial discovery source, allowing users to see and feel the product at their convenience.
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Nano KOL (5-10k followers) will help the brand reach the right target segment, more authentic, relevant, and cost-saving.
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Facebook and Youtube are the two most popular platforms for Millennials with high reach, high affinity, and high time spent.
PHASE III: AMPLIFICATION
Key Hook: Virtual Talkshow
Together with KOL, experts, and micro-influencers, the talk show showcases the blooming record of 5 skin types: how Kiehl’s retinol works on their skin; the efficacy of retinol to different skin types, skin care advice and product introduction.
Rationale:
Innovated from a normal live stream on the fan page, which is a popular activity of skincare brands, Kiehl’s virtual talk show deeply focuses on explaining the concerns of customers towards the product while maintaining an enjoyable mood via minigame during the talk show.
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