SHISEIDO #MyUltimuneStrength

Interactive Video & Website

Engaging audiences with unique video mechanics

CHALLENGE

Shiseido wanted to promote its newly launched eye serum from its bestselling Ultimune range in a fun and engaging way while highlighting Ultimune’s ability to strengthen skin from within.

STRATEGY

To portray strength, we decided to show it in different and more relatable forms. As consumers expect a personalised experience, we decided to involve the audience by allowing them to create their own stories by including the element of choice. They can then receive personalised gifts based on their choices.

Execution

We collaborated with public figures, Welson and Jane, and produced an interactive video à la Netflix’s Bandersnatch. This unique video allowed the audience to decide how the story plays out. Based on the user’s decisions, they will find out which strength they excel in and receive prizes catered to their strength as well as free sample kits.

RESULTS

Within 1 month:

7k

unique visitors

50%

of users watched the entire
interactive video

3min 27sec

average session duration.
Exceeding beauty industry
benchmark of 2mins

2.5k

sample redemption

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