CASE STUDY: How Oriental Princess leveraged social media to reach young consumers in Thailand

Background

Make-up brands in Asia tend to play on the cute factor and appeal to a woman’s softer, sweeter side. Oriental Princess wanted to forge new ground, adding a modern, Asian take on the ‘femme fatale’.

Aim

Oriental Princess aimed to raise the profile of its limited edition ‘Reflection’ colour collection, increase engagement with the overall brand, and help the brand set itself apart in the market.  

Execution

The mini-movie series, titled “Reflections”, kicked off with a TV spot as a trailer, telling a story about a cop investigating the death of a business scion, who might have been killed by any one of six beautiful ladies.

Customers were invited to Facebook to watch a four-part interactive series to find out the real criminal with a “special agent” card. By collecting clues, they were able to accumulate points to redeem in retail stores. They could also watch a two-minute makeup tutorial that showed them how to transform themselves into each femme fatale.

“Social media is just taking off in Thailand, and the interactive component was a great way to bring the classic concept of the femme fatale squarely into the digital era,” said Satit Jantawiwat, executive creative director of JWT Bangkok. “Consumers are changing at a rapid-fire pace. Brands have to keep up with how they reach young consumers and what they say to them.”

Results

The TV spot ran from 21 September to 21 October last year, and within two weeks almost 300,000 people visited the Reflections microsite. More than 140,000 people participated in the game component and nearly 40,000 consumers watched the ‘get the look’ sequences during that period.

The limited edition collection, which was available in stores for two and a half months, was sold out during the campaign period.