Social Content Marketing | Photos | Online Video | Online Activation | App Development | Event Experience
Apple of Your Eye
What is your most precious thing in life?
It would be your loved one, a unique object, or a belief, something that you hold close to your heart.
The Apple of Your Eye campaign featured 12 influencers from different territories to share their most precious things in life. Looking through their eyes, we discovered each of them has a unique story. We turned the concept into a series of artistic photographs and then showcased them in a charity photo exhibition.
While you protect the apple of your eye, Shiseido Ultimune Eye is the serum protects your skin immunity and takes special care of the skin in the eyes area.
This integrated campaign covered various content marketing, social media, digital activation, and an interactive event. It showed the brand's empathy to different issues of the world and also demonstrated its thought leadership.
Thematic & Call-To-Action Video
What is your most precious thing in life?
This is the premise of this campaign. We began the video by asking each these individuals with this question. Each of them shared with us his/her personal story. Then we led to a call-to-action video inviting the audience to share their Apple of Your Eye story with us.
Create Your Apple Of Your Eye Profile Picture
We invited the public to visit the Apple of Your Eye campaign micro-site. Visitors could upload a photo of their eye and a picture that represented their most precious thing in life. Then we could merge the images and created an Apple of Your Eye profile picture for the participant.
Once succeed, they would receive an e-coupon to redeem a sample pack of Shiseido Ultimune Eye and an event registration for the Apple of Your Eye photo exhibition.
Event PhotoActivation
We set up a photo booth at the Apple of Your Eye photo exhibition. Once our guest arrived, we would invite her to take a photo of her eye. She could send us a picture of her most precious thing in life or choose a predefined subject from our library. After she had finished the tour of the exhibition, she would receive a photo envelope as a souvenir at the exit.
Skin Analysis Data Visualisation
At the photo exhibition, Shiseido also set up a skin consultation booth to provide a skin analysis for the guests.
We developed an iPad app to enhance the experience. Once being examined, the guest would receive a skin immunity index number that showed what type of skin challenges she was facing. If she is an existing customer of Shiseido who had also done the skin analysis, the app could generate a chart of her skin immunity records. The data would give her a reference if her skin condition were improved overtimes.
This skin analysis program has become a long-term CRM tool for the Shiseido brand in not only Hong Kong but also other regions.
