YSL China has launched a great campaign during Valentina's Day which produces lipstick engraving service. Engraving service has already offered in other countries, but it is the first time in China. This campaign has got great attention from customers, raised high discussion heat among SNS platforms, and of course, sharp sales growth.
The idea is really simple, and similar to the coca cola campaign, and it is a great example of POE system adoption.
First, YSL chose SNS as main paid media, especially Weibo. Weibo is the largest public square for Chinese young people, the celebrity economy(網紅經濟)has already developed a mature industry chain, especially in the make-up field. YSL sponsored celebrities to post related content to raise the interest of the public, and also bought the topic heat from Weibo(when a topic becomes a hot one, it would appear on users' page).
Then, the idea itself triggers the earned media very well as a direct extension of aboved paid media. When people buys this product or receives this gift, lots of them choose to show it on SNS platforms. Consumers help to broaden the product impacts with even higher efficiency and no money, just like the coca-cola sharing campaign.
At the last step, the brand itself has become a medium in the marketplace. For YSL, it utilized its Weibo official account and drainged users to its official website to directly make the order. Both interaction and sales goal have been achieved.
Excellent POE media execution makes this campaign a influential and profitable one with low cost.
Kelley, L., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising media planning: a brand management approach. Routledge.
Direct and nice case of POE media.
ReplyDeleteBy the way, the picture makes me want to buy one ;).
Hi Icy,
ReplyDeleteCustom cosmetics is really trendy now but not many brands are so good at branding itself like YSL. Here I found a article you may find interesting~ https://www.qdaily.com/articles/37607.html
I wonder if this successful campaign with POE system can be copied by other beauty brands? How do you think about it?
Hi Jane,
ReplyDeleteThe article is quite interesting, I have never heard about a "customized foundation". I think this is much more than the customized lipstick, the lipstick is more likely to be a "trick" to attract customers, while the foundation is about the production function itself. It could be a hit one if the communication is planned well.
Yes, I believe a successful POE system is so important to cosmetics brands, especially the "owned". As other customers' recommendations and opinions matter very much. Lancome also launched the customized lipstick in Valentina's Day, but the performance on "paid media" is not so good as YSL, so even brands are following the same system, the specific strategy still makes a big difference.