SUKIN CHINA BRAND CAMPAIGN
Sukin would like to engage with the young Chinese, to increase the understanding of the brand and its products. The task is to create an appealing & culturalized brand story to engage with Chinese consumers, and through an integrated online and offline campaign to attract new followers to Sukin’s Chinese social media channels and try the products.
The idea came from the trend among young Chinese to create new words to describe and categorize the characteristics of their generation, such as ‘Buddha-like youngsters' (佛系青年), ‘Animal-type Boyfriend/Girlfriend’ (动物系男友/女友). These words always become popular on social media and stimulate large user-generated content. Reflecting the brand essence of Sukin as ‘natural’ and ‘extracted from plants’, we created the concept of ‘Plant-type Youth’ (植物系青年) - while each plan has its own characteristics/personality, they are always natural and healthy (自然治愈) just like the Sukin brand.
We selected 9 plants which are key ingredients in Sukin products and engaged with a cartoon illustrator to ‘personalize’ them. Referring to the theory of ‘Enneagram of Personality’, a model to divide human personalities into 9 categories, we endowed each ‘plant-type youth’ is with one characteristic role of the nine types, ensuring that audience could always relate themselves to one or several ‘plant-type youth’. The characteristics of each ‘plant-type youth’ also reflect the functions of each plant, to subtly educate audience on the benefits of Sukin’s natural plant ingredients.
The Campaign Execution
An integrated online and offline approach was used for the campaign. Online, we launched the “Plant-type Youth” campaign on WeChat and Weibo and engage influencers to promote the campaign to drive followers to Sukin’s social channels. Offline, we worked with Cosmo China magazine to host beauty classes in 12 top universities in Beijing and Shanghai to promote healthy lifestyle, natural skincare solution and the Sukin brand.
5.5M Reach 15K Engagement 10K Product Trial