SkinCeuticals - 2023 Lunar New Year Campaign
CHINESE NEW YEAR | CHINESE INFLUENCER MARKETING | WEIBO MARKETING | GRAPHIC DESIGN
The Challenge
This has been our fourth year working with SkinCeuticals on their Lunar New Year campaign. The goal was to reinforce SkinCeuticals’ positioning as the #1 medinfluence brand and make its hero products relevant to the Chinese audience across Canada.
Our Approach
To reinforce the brand’s medinfluence positioning, awareness was the key metric, and the ad and content placements spanned WeChat and Weibo and involved a Chinese influencer campaign on Little Red Book with more than 20 beauty and skincare influencers.
The Little Red Book influencers showed how they use SkinCeuticals products for their daily skincare routine tailored for their skin type. They shared their user experience with followers, including tips on how to select the right Vitamin C serum, which skin cream to use to combat the cold, dry winters in Canada, and protect the sensitive (and usually thinner) Asian skin with SkinCeuticals’ Physical Fusion UV Defense sunscreen. By tailoring the PR boxes to each influencer’s skin concerns, we ensured they could use products they believed in and would enhance and improve their skin’s condition, making their experience sharing more authentic.
Results
4,911,000+ Impressions | 12,000+ article reads on WeChat | 219,600+ post views on Weibo | 2,145,000+ post views on Little Red Book | 2.06% Overall Engagement