Advertiser: Shiseido Malaysia Sdn Bhd Brand: SENKA Creative Agency: - Credits: -
Senka, Japan’s #1 facial cleansing product range was struggling to make a mark in Malaysia despite being in the country for 6 years. The brand suffered from low awareness & product understanding. We were tasked to increase brand awareness & sales but with budgetary constraints.
Insight, Strategy and the Idea
We understood that women wear makeup in public to look attractive & feel confident. For a brand whose’ USP is removing makeup to maintain soft supple skin, it was difficult to engage women in public places like malls etc and demonstrate the product benefits and ease of use. Therefore we needed to find an intimate setting & platform for women to engage with the brand and discuss their skincare regimes. MediaAgency recommended partnering with Clozette, Malaysia’s most trusted social community for women to create a first of it’s kind, intimate event with women trying Senka products with their friends and shedding all their inhibitions.
Senka’s chose the recently established “”Day of Love”” 5/20 (20th May) which in Chinese sounded “”WoAiNi”” to host this event. We leveraged Clozette’s online community to invite 70 influencers & their close friends to an exclusive tea party. The venue was beautifully decorated to give a warm welcoming feel with cozy ambience to help women relax. The ladies enjoyed a fun-filled afternoon of pampering and testing Senka products without any inhibitions. The unique Tea Party converted our guests into brand advocates as they shared their experiences with friends and family and also on their social pages driving brand buzz and awareness.
Results and Effectiveness
A simple idea sparked conversations and helped Senka reach out to 450,000+ in a period of 1 afternoon, and the after-effects of the event were even more rewarding with 58% spike in product sales in the following quarter. And that’s how Senka increased sales over a cup of tea!