mise en scène HELLO BUBBLE
Leveraging the K-wave sweeping the Southeast Asian market and a product concept, Brandformance campaign was carried out to promote the HELLO BUBBLE brand and drive purchases through a branded effect.
Campaign background and Objectives
In the Indonesian market, known for its high organic engagement on TikTok, Amorepacific's bubble hair dye, mise en scène HELLO BUBBLE, launched its TikTok Shop last May to enhance brand recognition, strengthen user engagement, and expand sales. Branding and TikTok Shop campaigns were simultaneously executed to achieve these objectives.
The solution and results
mise en scène HELLO BUBBLE actively utilized its influential ambassador, BLACKPINK, to visually showcase the product's features and colors through branded effects. The campaign included branded missions, top view, R&F, and various other ad products, emphasizing high-quality branded effect participation videos from the beginning. At the same time, a campaign aiming for TikTok Shop purchase conversions was operated, unfolding a full-funnel marketing strategy.
When designing the sticker, BLACKPINK, the ambassador, was actively used to convey the product's features and colors visually. With an emphasis on easy and intuitive participation methods, 32,100 creations were achieved. Simultaneously, various ad products, including top view and R&F, were employed, actively making the high-quality filter participation videos viral, especially those co-created with KOLs.
For full-funnel performance measurement, the Kantar Ad Effectiveness Study solution was employed. As a result, there was an +18.1% increase in ad recall among target users who purchase hair dyes. Additionally, the TikTok Shop confirmed a performance of 700% increase in GMV compared to the previous month.