Agency: Ringier Romania
Duration: July 23-Aug 31, 2018
In a world where image seems to have become the most important thing, what does it really mean to feel good in your skin? We started from this question when we created the "Feel Good Challenge" project, developed by the Ringier Romania Special Projects team for our client Intheline and Unica.ro magazine. We have opened an honest discussion about what it means to be a woman in 2018. Ana Morodan and Ana Baniciu were ambassadors of the project, two brave women who have assumed on one of the most sincere conversations in the Romanian digital world about perceptions and about the difference between reality and appearances regarding womanhood.
The goal? To introduce Intheline cream to greater and proper audiences and increase its brand awareness within the Romanian market.
The main component of the project was a video show. For two weeks, the two ambassadors tested the Intheline cream, while they held a video journal through which they shared their impressions, but also talked about what makes them feel good in their skin, from healthy habits to little tricks for relaxation. The utter honesty of the video journal parts was complemented by studio interviews through which Ana Morodan and Ana Baniciu elaborated their ideas, opinions or advice. During the five episodes of the series, the audience discovered the women behind the celebrities and identified themselves with their daily dilemmas. In addition, every woman who watched the show was encouraged to give up prejudice and misconceptions and discover the elements that make them feel good in their own skin.
The video series released on Facebook and YouTube, but was also hosted on a special microsite where, through a timeline design, readers discovered each episode as it was released. The digital content the users consumed was completed by articles with recommendations for a more relaxed life, from nutrition tips to spending time in nature.
General Information:
Strategy: The strategic business and marketing challenge was to introduce a quite expensive and unknown but with great results brand - Intheline cream, increase its brand awareness within the Romanian market and promote it to an audience with a regular budget to spend on beauty products. Our target audience was women, 20-50, mid & high income, high education. Regarding the creative and media strategies, we got back to the roots. We are who we are, beauty is a state of mind, we should be feeling good in our own shoes. So we used video content as a vlog, the endorsers filmed themselves without makeup in their own houses being themselves. You are who you are and that’s enough and great.The overall objective was to increase awareness for Intheline products. Change perception about the product’s target from a very exclusive to a mid-high range.
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