Social Content Marketing | Photos | Online Video | Online Activation | App Development | Event Experience
Apple of Your Eye
What is your most precious thing in life?
It would be your loved one, a unique object, or a belief, something that you hold close to your heart.
The Apple of Your Eye campaign featured 12 influencers from different territories to share their most precious things in life. Looking through their eyes, we discovered each of them has a unique story. We transformed the concept into a series of artistic photographs, which we then showcased in a charity photo exhibition.
While you protect the apple of your eye, Shiseido Ultimune Eye is a serum that protects your skin's immunity and takes special care of the delicate skin around the eyes.
This integrated campaign encompassed various content marketing, social media, digital activation, and an interactive event, showcasing the brand's empathy for global issues and demonstrating its thought leadership.
Thematic & Call-To-Action Video
What is the “Apple of Your Eye”?
This is the premise of this campaign. We began the video by asking each of these individuals this question. Each of them shared with us their personal stories. Then we led to a call-to-action video inviting the audience to share their “Apple of Your Eye” story with us.
Create The “Apple Of Your Eye” Profile Picture
We invited the public to visit the "Apple of Your Eye" campaign microsite. Visitors could upload a photo of their eye and a picture that represented their most precious thing in life. Then we could merge the images and create an “Apple of Your Eye” profile picture for the participant.
Once succeed, they would receive an e-coupon to redeem a sample pack of Shiseido Ultimune Eye and an event registration for the “Apple of Your Eye” photo exhibition.
Event PhotoActivation
We set up a photo booth at the “Apple of Your Eye” photo exhibition. Once our guest arrived, we would invite her to take a photo of her eye. She could send us a picture of her most precious thing in life or choose a predefined subject from our library. After she had finished the tour of the exhibition, she would receive a photo envelope as a souvenir at the exit.
Skin Analysis Data Visualisation
At the photo exhibition, Shiseido set up a skin consultation booth to provide guests with skin analyses. To enhance the experience, we developed an iPad app. After the examination, guests received a skin immunity index number that indicated the specific skin challenges they were facing.
If a guest is a previous Shiseido customer who has completed a skin analysis, the app can generate a chart of their skin immunity records. This data allows them to track whether their skin condition has improved over time.
This skin analysis program has become a long-term customer relationship management (CRM) tool for the Shiseido brand, not only in Hong Kong but also in other regions.
