The campaign aims to reinforce the brand image of Kiehl’s, and arouse public awareness for Kiehl’s new product – PSLRC (Powerful-Strength Line-Reducing Concentrate). Moreover, the campaign tries to unite and strengthen the relationship between Kiehl’s and their customers, then drive them to visit Kiehl’s stores.
The concept of this campaign is to find out all the PSLRC hidden in Kiehl’s stores around Hong Kong. Participants become a “C+ detective” once they have joined the game. The interesting and lively game style is expected to softly promote PSLRC to participants.
The campaign requires Facebook login. After log in, participants can invite friends to join the campaign and unlock tips. Participants may finish the game faster if they have tips. Once they have finished, they can fill in a form to redeem a product sample (PSLRC 5ml).
Within the campaign period, 2 participants who finish the game with the fastest time may win the grand prize (PSLRC 50ml).
9,000+ registrations were recorded during the 2-week campaign period.