Insight
Among Unilever’s beauty category assets, Hazeline plays across the skin category (face, H&B and skin cleansing) and is pursuing the position of market leader in the natural whitening segment.
With the given ambition to outplay its competitors, the only enablers were to own the thought leadership in natural whitening and uplift its brand conviction among teenagers.
The challenge was to re-launch Hazeline Pearl & Snow Lotus to resonate Hazeline as a natural whitening brand for young consumers in the most engaging way.
Strategy
Hazeline’s key demographic was females aged 16-24. Hazeline girls are outgoing, social, open-minded, friendly and determined to have a progression in life. She can’t live without friends and social connections like the internet and TV. She loves hanging out with friends after school and trying new things. Surfing the internet to get information and chit chatting with her cyber friends is a daily part of her life.
Hazeline’s target consumers enjoy social activities/events that allow them to express their personality, ‘networking’ and update themselves with latest trends. Zingme, the most preferred social network by VN teenagers, is identified as the most relevant touch point for a brand to communicate with its target group. To deliver against its brand objective, Hazeline’s marketing team decided to:
- Bring the worldwide emerging trend of 3D street art to Vietnam, creating the opportunity for the brand to speak to its target consumers in the most relevant and engaging way.
- Leverage social viral power among teenagers to create the excitement both online and offline towards the special branded event.
- Establish Hazeline Zingme social fanpage to allow sustainability of brand’s always on conversations with its fans post event.
Execution
Hazeline partnered with Zing to launch a two-day event, named “Tu Tin Khoe Da Trang” (English translation: Confidence to show your beautiful white skin), featuring the biggest first time ever 3D Street painting (32m 2) live performance by the Guinness World Record artist Tracy Lee Stum to illustrate the perfect combination of Hazeline’s ingredients - Pearl & Snow Lotus.
The audience experienced a rounded flow of various brand activation activities, from nail painting, skin check, photo contest, brand education to music show with the hottest singers and teenage celebrities.
The event successfully ended after two nights, leaving the crowd of 4800+ people much satisfied.
The famous artist Tracy Lee Stum provided interesting on-site 3D painting basic lessons during the event which became an “eye opening” experience to the young teenagers at the event. The recorded footage later went viral on internet and other video forums, creating further impact and earned PR post event.
Taking advantage of the photo model contest participation at the event, social Zingme fanpage for Hazeline was created to take the contest online and start the brand conversation on social.
Results
The event attracted over 4,800 participants, equivalent to 160% target. The Hazeline Zing Fanpage reached 7,000+ fans, 200,000 views and 4,700 comments during the two week campaign (vs KPI: 6,000 fans, 2,500 comments) without any digital media support.
‘How to draw 3D painting’ clip virally reached 7,400 views within two weeks. The success of the event was spread across media channels (print, online) generating an additional 150% value to paid PR. The re-launch had uplifted HZL sec. sales RR to 60% higher in volume and 80% higher in TO, that’s 2.9% share gained after one month of launch.