SRICHAND – PREMIUM BUT CONVENIENT
The premium translucent powder that solves the facial oiliness issue.
The sale volume of SRICHAND Translucent Powder has peaked at first launched then slightly declined since the product launched in 2015. Many competitors in the market also dumping price to compete and offer more benefits to expand users to have the first trial. Therefore, this campaign aimed to increase sale of SRICHAND Translucent Powder 2 of 3 units sale of Q2 2015 Estimated 340K in 3 months and bring back the product awareness SRICHAND Translucent Powder to new users and drive them to have first trial.
‘Premium but convenient’ is the main concept of this campaign. The word ‘Premium’ came from the team research which found out that SRICHAND Translucent Powder is made from premium quality ingredients as counter brands. SRICHAND Translucent Powders also available at 7-eleven which means it is very convenient to purchase them. We let Sririta Jensen, our brand ambassador, play the role of beauty advisor in the imaginary world inside the packaging who helps guide our consumers to the right solution of facial oiliness. We developed several versions of films under this theme to communicate each benefit specifically.
79% reach to target, VDO views +45% is over-delivered. Lift in ad recall, 99% of audience can relatively recall brand after watched the video. Sales volume during launching campaign has increased more than 330% compared to non-campaign period and create halo effect to increase another product sale volume.