The Body Shop Appoints KRDS Singapore for an Edutainment Campaign
Published on 27 Sep '16
Naturally-inspired global beauty and lifestyle brand, The Body Shop®has teamed up with Social & Mobile Agency KRDS Singapore to create a one of its kind edutainment (education through entertainment) approach to skincare for its consumers in Asia Pacific.
The Body Shop’s ‘Battle of the Blemishes’ is a digital interactive story which talks about effective skincare habits and The Body Shop’s iconic Tea Tree range and benefits. The story educates consumers on six types of “super villain” skin problems, their strengths and weaknesses, and how to defeat them. The user becomes a Superhero by choosing the right lifestyle choices and products to battle these super villains. With five immersive chapters, the platform aims at giving an entertaining yet educative experience. Upon completion of each chapter, users receive a cheat sheet that summarizes the best skincare habits to follow – and they can also set notification reminders on their devices to apply them effectively.
Nicolas Tran Dinh, APAC Digital Manager at The Body Shop International (Asia Pacific) said:
“Tea Tree Battle of the Blemishes has shown some incredible results across our Asia Pacific markets, with the highest engagement and conversion rates among all our digital campaigns in the region to date. The format and educative story-telling resonate well with our target audience, and we are really excited by how our content has been received. While our Community Trade organic Tea Tree products are established as an effective skincare solution for blemished skin, our aim is to educate consumers – especially our younger ones – that good skin also comes with better and healthier lifestyle habits.”
Preetham Venkky, Director at KRDS Singapore added:
“Battle of the Blemishes stands out as one of the most creative campaigns we’ve created to date. This is interactive story-telling at its best. We are glad The Body Shop challenged us with an interesting brief, and that the initial response to the campaign has been fantastic. It was a truly integrated team effort and final experience turned out nothing short of exceptional. We look forward to the next challenge and will strive to create more meaningful digital campaigns for the brand.”
The Body Shop Battle of the Blemishes can be found at: www.battleoftheblemishes.com
KRDS Singapore has been assisting The Body Shop International (Asia Pacific) in their effort towards creating immersive digital experiences on social media.