innisfree - My Foundation
My Foundation is a customisable foundation based on moisture level, coverage level, and shade to perfectly fit the skin. This is an integrated campaign from online to offline for the first launch of My Foundation in Hong Kong.
Service
Campaign
Client
innisfree
Year
2017
How do I find the most suitable foundation?
Answer:
innisfree My foundation
It is a breakthrough product that goes beyond allowing users to pick their shade. It allows you to further customize the experience with different moisture and coverage level options.
Be yourself and let my foundation customize to your needs.
Stage 1 - Teaser
To pre-heat the campaign's first stage by releasing posts on Facebook and Instagram about "Finding the perfect one is hard" such as "What are you looking for? Money or happiness?" or "There are so many things in life that are 404 not found besides the webpages" lead to a topic for audience discussion. And finally, at least you can find a perfect foundation easily.
Stage 2 - Launch
Product posts about the feature and usage are needed. Moreover in this stage, it is a good time for posting the global key visual and theme videos to sync with other countries.
In order to provide more details, there is a canvas on Facebook. The audience may pick the perfect bottle through the Q&A section and know more about colour shading knowledge.
KOL Presenters
To highlight the message "Be my style, my foundation". Invited 2 KOLs, Hanna Chan and Inez Leong. Hannah is an actress who dreams of being a singer and traveller. Inez is a model who loves gyms and marathons. Different roles are their true styles, and they also have corresponding needs of foundations.
Stage 3 - Events
In addition to the main visual and video, there are also offline activities. The theme of the event is "Foundation Bank", which is the original idea from the client side that use globally, implying that customizing a foundation at innisfree is like withdrawing money from a bank.
In order to draw the online audience to the offline event, there are posts for activation announcements. There will be live streams and stories on Instagram and Facebook during the event. There will also be a recap post and hashtag #innisfree_MyFoundation for the UGC campaign after the event.
