Benjamin Li
May 20, 2014

CASE STUDY: How a YouTube star helped sell Scholl's ugly-foot 'terminator'

HONG KONG - Reckitt Benckiser brand Scholl launched a new product, Scholl Velvet Smooth Express Pedi Electronic Foot File (爽健電動去硬皮機 ) in April, presenting the product as a 'terminator’ of hard, ugly skin.

CASE STUDY: How a YouTube star helped sell Scholl's ugly-foot 'terminator'

Objective

The brand wanted to create a premium beauty positioning for the device while also reframing how women view the foot-care category by offering them a quick and easy way to keep their feet smooth and looking great.

Execution

Scholl Hong Kong invited Queenie Chan (known as 'QQ'), an influential opinion leader and one of the top beauty vloggers in Hong Kong. QQ frequently posts videos of her trial experiences with new products on her YouTube channel.

The company came up with an unusual way for QQ to demonstrate the device’s function with the cooperation of her Indonesian domestic helper. The video, which was uploaded to QQ’s YouTube channel before Scholl kicked off a media campaign, took a fun and light-hearted approach, in contrast to frequent news in Hong Kong about people treating domestic helpers harshly.

 

Results

The video caught the attention of QQ’s fans and got almost 90,000 views in less than two weeks. 

The launch sent consumers to stores like Mannings and Watson’s to ask for the device. The rate of sales increased six times compared with before the video launched. Most stores ran out of stock within three days.

The campaign also created discussions on online forums, where consumers shared information about which stores still had the device and gave opinions about the product after they managed to find it. These opinions generated 130,000 views in less than four weeks.

 

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