Kao Merit Pyuan Success in Facebook Business, Here's how!
Senin, 18 Desember 2017
The rebranded Pyuan shampoo
and conditioner reappeared in Kao’s Merit hair care brand lineup in April 2017.
The shampoo contains specially selected ingredients that clean the scalp and
prioritise removing dirt. The conditioner has a long-lasting fresh aroma that
lasts the whole day. Through its “cleansing life” brand message, Kao encourages
customers to only incorporate the most important things into their daily
lives.
Kao developed Pyuan for
women in their 20s. As they have more contact with information on their
smartphones than on TV, the company decided to focus on digital media, without
employing TV commercials, when it introduced the reformulated products. Using
both Facebook and Instagram, Kao ran a campaign targeted to women between the
ages of 18–29.
Survey results have shown
that the attention span of young people is decreasing, so Kao took an extremely
visual approach. On both platforms, the brand used video ads in the carousel
format, which rotated through several animated GIFs (short, looping videos). On
Instagram, Kao used ads in Stories to make an impression on the audience in a
short space of time. Rather than creating standard ads that promote product
benefits, the company came up with the idea of depicting its “cleansing life”
brand message through the daily life of an imaginary character called “Pyuan of
Green Gables” to delight and motivate viewers to add Pyuan to their daily
lives.
Survey results have shown
that the attention span of young people is decreasing, so Kao took an extremely
visual approach. On both platforms, the brand used video ads in the carousel
format, which rotated through several animated GIFs (short, looping videos). On
Instagram, Kao used ads in Stories to make an impression on the audience in a
short space of time. Rather than creating standard ads that promote product
benefits, the company came up with the idea of depicting its “cleansing life”
brand message through the daily life of an imaginary character called “Pyuan of
Green Gables” to delight and motivate viewers to add Pyuan to their daily
lives.