Shiseido employed Yahoo Native Ad and inspiring beauty story by Michelle Reis for introduction of new skincare line.

OPPORTUNITY

  • Beauty is a lifelong pursuit for women. With the understanding of Asian women's changing needs, Shiseido launched the latest upgraded product line Vital-Perfection, endorsing Michelle Reis as the spokesperson to create an emotional linkage between consumers and the product. Yahoo HK was chosen because it is the top portal providing rich skincare content heavily consumed by target audiences. The campaign aimed at Asian Women who were appearance conscious at theirs 30s to 40s with anti-aging needs and high purchase power, and also for active beauty seekers, socially engaged and digital savvy.

SOLUTION

Yahoo Native Ad Solution:

  • The campaign included a channel on social media to invite audiences sharing their own beauty legendary stories after they were inspired by Reis' Michelle's successful story and her secrets to timeless beauty. Product messages were also communicated and reinforced throughout her story.
  • By using a native ad, the brand shared Reis' beauty story as a piece of entertainment content and inspired the audience to share their own stories on social media.

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RESULTS

  • Over 3X times of "Uncompromising Quotes" wrote in one week
  • Highest CTR and click-to-conversion rate among all other placements was recorded.
  • The sales of new Vital Perfection line was achieved beyond expectation.
  • Shiseido decided to offer more prizes to reward the creatively inspired participants

TESTIMONIAL

"User engagement is at the core of brand building, in particular for the beauty industry in order to strengthen brand loyalty. With the growing trend of netizens browsing online for beauty content and product information before they purchase, we see both a need and a great opportunity to invest in marketing campaigns with strategic content. Yahoo, as a diversified content provider, serves as a business partner as well as an effective platform to help us reach out to our target audience with information that best fits their interests and habits."

Ms. Erica Man, Senior Marketing Manger of SHISEIDO

Campaign: Vital Perfection Launch Campaign
Advertiser: SHISEIDO
Media Agency: Maxus Hong Kong