The “cica” ingredient used in LANEIGE’s Cica Sleeping Mask, is new to consumers. Those who know of cica usually associate it with other brands. We wanted to make cica recognisable to the audience and make LANEIGE the go-to brand for cica products.
In order to present LANEIGE as a relevant and savvy brand, a fun and innovative approach was taken in creating the campaign. This campaign raises awareness, educates, drives footfall, and allows LANEIGE to engage and interact with their fans.
An AR game was created with Cica as a character. To play the game, the audience need to catch the Cica characters to earn points. To drive footfall, rare Cica characters can also be found at LANEIGE stores. The audience can then exchange their points for exclusive LANEIGE gifts or vouchers.
Instagram GIFs, a Facebook Canvas, and Moment-targeting Ads were used to support the campaign and further educate the audience on the new product.