Eucerin ProACNE SOS Serum Biggest Haut Institut x Guardian June Roadshow 2024

The Eucerin ProACNE SOS Serum Biggest Haut Institut x Guardian June Roadshow 2024 campaign was a strategic initiative aimed at showcasing Eucerin’s latest skincare innovation, the ProACNE SOS Serum. This collaborative effort involved 4 Macro KOLs and 15 XHS KOCs to engage with consumers and highlight the serum’s efficacy through interactive experiences. The primary objective was to educate attendees about the benefits of the ProACNE SOS Serum by facilitating personalized skin tests conducted by Eucerin’s Professional Skin Analysts. Participants received tailored skincare recommendations based on their skin analysis, fostering direct engagement and enhancing product awareness.
CAMPAIGN OBJECTIVE
– Enhance Event Promotion to Amplify Awareness: The primary objective of the Eucerin ProACNE SOS Serum Biggest Haut Institut x Guardian June Roadshow 2024 campaign is to enhance event promotion to amplify awareness, stimulate anticipation, and foster online engagement. By leveraging digital platforms, strategic partnerships with influencers, and targeted promotional activities, the goal is to attract a larger audience to participate in the roadshow event.
– Create Awareness About Eucerin ProACNE Solution SOS Serum: Another key objective is to create awareness among the target audience about the unique benefits and features of Eucerin ProACNE Solution SOS Serum. Through personalized skin tests, direct interaction with skincare professionals, and educational content, the campaign aims to educate consumers about the serum’s effectiveness in addressing acne issues and promoting healthy skin.
– Encourage Trial and Market Penetration: The campaign also aims to encourage consumers to try Eucerin ProACNE Solution SOS Serum and penetrate the current market effectively. By offering participants the opportunity to experience the product firsthand, providing incentives such as complimentary sample kits and exclusive promotions, the goal is to drive trial usage and establish the serum as a preferred choice for acne treatment and skincare solutions. This objective aligns with Eucerin’s commitment to delivering innovative skincare solutions and enhancing consumer engagement and satisfaction.
THE RESULTS
1,111 279 Media Reach
4 KOLs Engagement
15 XHS Review Posts
KEY HIGHLIGHTS OF THE CAMPAIGN
Interactive Event Experience: Attendees participated in an interactive event experience that included scanning QR codes for registration, undergoing personalized skin tests with Eucerin’s Professional Skin Analysts, and exploring the new product showcase corner. These engagements not only educated participants about the benefits of Eucerin ProACNE SOS Serum but also allowed them to experience the product firsthand.
Promotional Success and Engagement Insights:
The campaign generated significant engagement and awareness, with insightful metrics indicating a positive response from the target audience. Key findings include a high engagement rate among KOCs, demonstrating healthy interest in Eucerin ProACNE SOS Serum. Additionally, the campaign’s strategy to comply with XiaoHongShu’s content guidelines proved effective, ensuring content authenticity and avoiding platform restrictions.
Consumer Incentives and Conversion Tactics: To incentivize participation and encourage product trial, the campaign offered attractive incentives such as complimentary sample kits worth RM109 and exclusive promotions. These initiatives not only drove foot traffic to the event but also contributed to potential in-store conversions at Guardian outlets, aligning with the campaign’s objective to penetrate the market effectively
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