Shiseido – Anessa
See how One9ninety transformed Anessa’s Auto Booster sunscreen technology into highly engaging social media content. Our campaigns generated over 198 million video views, driving unprecedented engagement across Facebook, Instagram, and TikTok while simplifying complex product features for the audience.
Background & Key Challenges
Anessa launched a new line of sunscreen with ‘Auto booster’ technology that automatically reacts to heat, sweat, water and even moisture in the air to make the UV protection veil uniform and stronger. The product boasted of the benefits of being non-sticky, non-oily, rub/friction-resistant, long lasting, no white cast. The challenge we had was to communicate & demonstrate the auto booster technology which was complex and technical on social media.
Solution
Beauty & lifestyle influencers as well as dermatologists were engaged to drive credibility. They were tasked to do a series of short videos that demonstrate the effectiveness of the product. Rather than just tell, we wanted to demonstrate the effects of the product so we asked influencers to use a UV camera to show the long-lasting coverage provided by Anessa. To build on the trust that our audience have for these influencers and dermatologist, they were asked to keep the content authentic with a tinge of humour.
Solution
The campaign was a runaway success delivering 198 million video views. An unprecedented 48 million engagements across the region and 118 million potential reach were achieved. The brand also saw an engagement rate of 217%, a success quite unexpected given the complexity and technical nature of what we had to communicate.
Platform – TikTok
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