Challenges inevitably emerge in our lives, but under all circumstances the power to overcome all tough obstacles is always yourselves. With this insight and the value embraced by Helena Rubinstein (HR), a high-end skincare brand specially dedicated to ambitious women, we developed the theme “Impowered” to associate its product HK Powercell Serum to the power for a woman to arm and guard. “Impowered” also consists of double meanings of “I’m Powered” and “Empowered”. To consolidate the concept, Grace Chan, Miss Hong Kong of 2013, was featured in a video punching the obstacles in previous years while HR Powercell Serum backed her up to smooth her skin and fight against pollution. The video was spread through Grace’s own Instagram and HR’s Facebook and gained significant exposure.

Simultaneously, the set up of Facebook Messenger Bot allowed the audience to register product samples fully self-service and eased the offline redemption process by providing available time slots for selection.

Results:

>389,000 video views

>15,000 post engagement

>4,000 unique registrations via Chatbot