How Shiseido Created an Integrated Retail Store Experience in Hong Kong | Marketing


In a competitive year for the Event Marketing Awards (EMAs), Shiseido Hong Kong won the Grand Prize for its retail popup that demonstrated smart integration of online and offline tools.

The winners of the EMAs were announced this morning.

In 2021, the brand launched a new version of its Ultimune serum, and it had a clear objective: to acquire new customers and strengthen a leading position in the market. But the pandemic had other plans for the serum category. According to research, a majority of users would only buy this type of product from a new brand in a physical store, to allow the product to be tested in person. Shiseido needed a way to win new users without relying on physical store traffic and in-person beauty advice.

So the brand created something called “The Powerful Heartbeat Experience” inspired by the Japanese hospitality spirit of omotenashi, that is to take care of his guests with all his heart. To replicate the beauty consultant experience, Shiseido invited popular (and busy) boy band Mirror as campaign ambassadors.

To increase online and offline engagement, a three-day virtual event was held for users to engage with ambassadors and take part in mini-games to diagnose their skin issues and learn more about the new serum. A physical pop-up was also arranged where users could touch and feel the product. Additionally, OOH digital billboards were used in major retail areas, promoting free samples. AI, live streaming, and gamification were leveraged across all experiences.

As a result, the brand garnered 145,000 views in three days and the campaign attracted nearly three times as many customers as in the same period the previous year. It has also grossed over HK$43.5 million in earned media value, which has almost tripled from the launch of the previous edition of the serum.

Check out all the winners of the 2022 Event Marketing Awards.


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