To reposition the product from the beauty care category to the eye care category, we aimed to target audience who overuse their eyes. Through 5 creative video posts in social media that corresponds to media behavior, we engaged the target audience to apply and trial.
Free gain the product as long as applicants share their trial experience on FB.
From advertising to UGC, we repositioned the product successfully and increased the demand of the product by the reputation among social community.
- The free trial offers were gone in 24 hours.
- 99% of applicants shared unboxing review on FB.
- 1 in 3 posts had a 1 comment for “I will get one”.
- Every single post had at least 1 comment for “tell me more”.
- The turnover is 200% higher than the original ones the next month after the marketing strategies were applied.
The average hours that Taiwanese spent on 3C products has reached 8.7 hours per day. People cannot stop staring at their phone, computer or Pad thus they created various methods to relax eyes. Hence, there is a need for eye health care, which is the opportunity of PHILIPS EYE BRIGHTENER.
According to the survey of consumers who bought the product, over 70% of them are satisfied with the product after trial. Therefore, we hope to attract a group of customers who do experience the product and make a trend in a more real and authentic way among their social community.
We analyzed the top five overused eye behaviors and target on the corresponded audience, then used 5 video in social media to engaged them applying and free gaining the product as long as they share trial experience on FB. From advertising to UGC, increase the demand of the product successfully.