Hylink helped LA MER with the Marine Conservation Actions, and won the m360 Award for Marketing Communication. The marketing campaign demonstrated excellent performance within planed time period, it gained 2,5 billion impressions and 12 million engagements, and demonstrated its social value by committing to cleaning up more than 70 tons of beach litter within one year.
In addition, the campaign not only utilized mainstream social media platforms, such as Weibo, WeChat, RED, Douyin as a means of communication, but also made use of Tencent's “black tech”, AR and H5, to bring in-depth interaction and immersive experiences to users.
For over a decade, public spirit has been one of LA MER’s most valuable assets. The campaign supported the brand to expand its communication impact, build a deep connection with the consumers, and achieve the initial goal of marine conservation.
Background:
1. For more than a decade, LA MER has been committed to global marine conservation actions. Its public spirit has long been one of the brand's most valuable assets. Marine conservation is one of the hottest environmental issues in society, the public expects brands to provide high quality goods and services with a corresponding corporate social responsibility and concern for environment.
2. LA MER is expanding its communication impact from brand loyalists and diving enthusiasts to a wider audience. The brand builds an emotional connection with its customers and takes action to spread its corporate value.
3. Creating sound volume, in-depth interaction, attracting younger audiences, and cultivating environmental awareness are the main communication objectives to resonate with the public and inspire them to be proactive in marine conservation.
Strategy:
1. Collaborating with Tencent Charity Foundation to reinforce a deeper bond between the brand and marine conservation.
2. Using AR and H5 to stimulate public participation. Thanks to the Tencent “black tech”, AR immersive interaction, the brand successfully increased its engagement on the online platform.
3. Taking full advantage of social media platforms, such as Weibo, WeChat, RED, and Douyin to attract traffic and communicate the topic of Marine conservation.
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