Swisse: Beauty Comes from the Inside

CHALLENGE
Leading Australian multivitamin brand Swisse is relatively new to Hong Kong consumers. So introducing Swisse’s new beauty product line needed to deliver both mass brand awareness with precise education on the product proposition of ingested supplements for retaining inner and outer beauty. An essential audience for campaign success was going to be the beauty media who traditionally only consider outer beauty and have not viewed supplements as a beauty product before.

APPROACH
A pop-up store event at Festival Walk shopping mall leveraged the influence of brand ambassador 楊千嬅 Miriam Yeung Chin-wah to offer an early point of focus for beauty, wellness and lifestyle media. A behind the scenes making of press release also maximized entertainment media coverage.

In phase two, we created a “Swisse Beauty Panel Session” for beauty media, KOLs and bloggers. The panel featured female professionals from three different occupations: TV host 黃心美 Scarlett Wong; yoga expert 倪晨曦 Elva Ni; and nutritionist 潘仕寶Sally Poon. Each shared their personal experiences on inner beauty care and professional tips to showcase their authority and enrich media angles. While attendees enjoyed a Swisse mocktail, they also received a one-on-one health consultation from the nutritionist plus a DIY workshop tote bag.

Finally a seeding campaign was used to sustain the momentum following the event. We created Christmas themed product gift sets for a curated list of celebrities, media and KOLs.

RESULTS
89 earned media and social exposures were generated hitting our objective of mass awareness. Total cumulative audience reach was 62.7m. Social reach was 6.5m with 27,700 engagements (0.42%). Our skeptical beauty media were converted. More than 80% of the coverage came from tier 1 media including She.com, Marie Claire, Cosmopolitan and Beauty Exchange alongside social exposure from KOLs and celebrities.