Background and aim
The brand planned a two-month campaign aimed at engaging the target audience more deeply with the brand via Orientalprincesssociety.com (OPS). The company wished to reinforce its position as a brand that truly understands women and provides them with ideas for happy life. In addition, the brand wanted to recruit more OPS members via a discount promotion.
Inspired by ATL’s music video ‘I hate beautiful girl’, the strategy was to create the first online space for girls where envy would be publicly allowed and encouraged, instead of hidden. OPS believed that young women can make use of envy to make their lives more fun and happy. Mindshare and Minteraction were the agency partners.
The exclusive Envy Club was created as a place where the target audience could come and engage with each other. Envy Club served as an online space for Thai girls to have a second thought about envy, the negative emotion which they usually hide from someone else. It helped to explore how they can flip the notion of envy as a positive driving force.
The approach was to take people on a journey through the envy process, divided into three main parts: ‘Let’s envy’ (inviting them to unleash their envy in an entertaining way); ‘How-to’ (providing them with tips to make use of envy) and ‘Tool’ (a simple tool to enable them to envy freely in their daily life).
In the Envy Club, participants could watch the full version of the ‘I hate beautiful girl’ music video, a remake of a famous old Thai song. EnvyOke, a one-of-a-kind karaoke game, allowed them to entertainingly envy their Facebook friends by singing to the computer (through microphone) or tapping the keyboard and seeing themselves running on the city street (aligning with the action in the music video)—with pictures of their friends popping up on street signs.
Members also got the chance to attack their friends with weapons such as a lipstick mini-bomb. Later, they could share their envy points on Facebook. To further strengthen the engagement, an interview section contained videos where three ordinary girls explained how they made use of the power of envy in their lives.
The campaign also included an Instagram collage to compile photos under the hashtag #EnvyPower, while registration of OPS membership and discount promotion was promoted as the opportunity to make others envy them.
A total of 153,098 people visited Envy Club’s microsite, of which 83.2 per cent were new visitors. Some 25,747, or about 16.8 per cent of the people revisited the site, reaching 500,000 fans by end of the campaign.
It saw a total page view of 236,302, with users spending an average of 2 minutes and 16 seconds on each occasion.