BANGKOK, Thailand— Australian-born brand Swisse launched in Thailand in 2021 – one of the biggest and fastest-growing markets of supplements, vitamins, and skincare in Southeast Asia. One of the core ranges that the company entered in the market is its skincare range of clay masks.
Together with Ogilvy Singapore, Swisse launched a hashtag challenge on social media platform, TikTok, allowing it to target young women aged 20 to 35 to create strong brand awareness, engagement, as well as establish itself as a brand leader in social media and e- commerce.
The TikTok Hashtag challenge, titled #MaskingforbeautywithSwisse (#มาส์กสวยสวิสเซ), was developed within a record timeframe of just a month and a half. The campaign centred on the idea that no matter how unique or outrageous one’s current facial regimen is, Swisse’s clay masks are simple to use and give better results that can be felt and seen whilst using all natural ingredients.
The challenge encouraged Thai TikTok users to showcase their most unique home facial treatments. For this, Swisse offered beauty products valued at 100,000 Baht as a prize for the most unique D-I-Y facial treatment submissions. The conversion goal was to drive consumers directly from the link on Swisse HTC page to the Swisse Official Brand stores on Watsons, Shopee, and Lazada.
Swisse’s Tiktok hashtag campaign won Digital Marketing Strategy of the Year Award at the FMCG Asia Awards 2021 in November with the campaign achieving 100 million views within three days of launching, as well a total of 383 million views within 1.5 months.
More figures show that the brand was able to gain 10.8m engagements through likes, comments, and shares. It attained 12m unique video views, 117k unique videos created by consumers, and a total of 16.8k followers with more than 210k page-likes.
The campaign allowed Swisse to build brand awareness by 62%, with 50% purchase intent based on the Kantar BLS-Online survey, thus providing strong support for a brand launch in Thailand.
The brand also managed to achieve 17.5% unit sold market share of the clay mask category in the official Shopee Mall in September, and since then, Its clay masks have continued to be in the top 5 best sellers in its store.
CREDITS:
Mitchell Tan [Managing Partner] Eunice Lum [Group Account Director] Alex Chong [Account Director] Stacy Tan [Associate] Hakim AK [Strategist] Anggie Aprilia [Content Director] Guilherme Camargos [Creative Director] William Goh [FL – Copy] Chen Hui Jing [FL – Art] Faith Low [Junior Art Director] Jerome Toh [Junior Copywriter] Clara Wong [Content Creator]
