Seoul Giveaway
Brand Campaign for AXIS-Y
The Context
AXIS-Y was a one-month-old skincare brand in a red ocean of brands. Few people knew of our brand, no one was purchasing our products, and we were unsure of how to support our audiences beyond our products. How could we inspire excitement for our brand and gather novel insights about the community we wished to support?
The Challenge
We wanted to gather a deeper understanding of the community members quickly but didn’t know why people would share those details with us.
The Insight
People passionate about Korean skincare dreamed of experiencing the South Korea they saw in dramas and music videos.
(Discovered by interviewing non-Koreans interested in Korean skincare, observing Reddit posts, memes, and noting observations across their content)
The Creative Solution
A giveaway with the chance to be flown to South Korea and experience a weekend with sightseeing and Korean skincare.
For a chance to win, participants were requested to repost a designated image answering the prompt “If I was flown to Seoul for the AXIS-Y Skincare Experience, I would love to ___,” tag three friends, and complete a qualitative and quantitative survey on our website.
One winner would receive a trip to South Korea. Five would receive a special package of our two released products. Ten would receive their choice of one of our products. Every winner would receive a handwritten note personalized to their responses in their survey, along with South Korean goodies.
The winners were announced seven days following the start of the giveaway. During those seven days, we posted about our brand and products to inform our new audiences.
Before announcing the winners, I realized that the majority of participants would not win. Therefore, we published a message true to our brand values for all participants the day before the winners were announced.
The winners were selected. The prizes were sent. And we a special video was produced recording the experiences of the couple flying to South Korea and celebrating this experience together.
Results
Over 500 unique survey entries
Critical insights that informed our Brand Positioning
Over 500 reposts across feeds and stories
Increased fans by over 400%
A brand positioning we were proud of
Increases visits to product pages by over 200%
The Campaign Timeline
PUBLISHED CONTENT
Stage: Giveaway Launch Post
Image for Participants to Repost
Stage: Announcing Winners
When announcing the winners, I placed special attention to crafting a message for the people who will not win - since there would be many more of them than the winners. This was an opportunity to set our brand apart from the rest that have done giveaways - hint, every other Korean brand.
Stage: Fulfilling the Prizes
Audience Responses
