CLIENT
Rakuten TV is the on-demand streaming movies, series and documentaries platform owned by Rakuten, the Japanese multinational founded in 1997 and positioned as the largest ecommerce in Japan with more than 50 million registered users.
GOAL ACHIEVED
Boost the promotion of the program that airs on Rakuten TV and encourage the discovery and use of the Waital App through Instagram.
Spain's first makeup talent show
Faced with a bet of such caliber, Rakuten TV, the Waital App and DeuSens joined forces to generate a transmedia and omnichannel promotional campaign that, using new interactive and gamified communication formats, would allow to engage the young audience more connected to the digital world.
With the main objective of increasing brand awareness and visibility of both the program and the Waital App, we implemented marketing strategies aimed at young audiences interested in the world of makeup.
Using Instagram as the means of attraction and through gamification, by developing a dynamic Augmented Reality filter and collaboration with the most influential microinfluencers in the “Beauty & Make Up” sector, we achieved a unique and trendy positioning among the young audience.
How did we develop the Augmented Reality filter?
With this clear idea and knowing the audience and the medium in which the action was to be developed, we conceptualized the filter as a gamified challenge as a trend in which users had to collect the maximum makeup products, which appeared and disappeared from the screen, in the time available, as if they found and purchased them using the Waital App.
And like any good challenge, it had its own reward, since, if at the end of the time the user had reached a minimum number of products collected, the filter placed a virtual makeup on the user's face, appealing in this case to the essence of the program.
All this, added to the fact that it was an agile and easy-to-share dynamic, promoted the content generated by the users themselves in their social network profiles using the filter, which organically favored the visibility of the program and the Waital brand.
Influencer Marketing to boost campaign virality
Thus, the Influencer Marketing campaign was based on an organic strategy with high engagement profiles, recognized for their authenticity and deep connection with the audience in the field of beauty and makeup. In it, the microinfluencers used the Instagram filter created to give their content a more natural look, getting away from the typical promotional stories.
The profiles selected to carry it out established a solid reference for the program and the Waital App, achieving with their content more than 300,000 impacts that contributed significantly to position them prominently among the young audience interested in the world of beauty and makeup.
What were the keys to the success of the campaign?
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Knowing and adapting to the preferences of the new generations: Knowing how to understand Generation Z, speaking their same language and, above all, adapting to their interests and consumption patterns is crucial. The digital world is constantly evolving, and keeping up with the latest trends was key to identifying strategic opportunities for these brands.
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Leaning on industry references to amplify the message: The dynamics were enhanced through content creators, established as key figures for the target audience of the campaign. A factor that allows to establish a link between the public and the brands, giving them greater credibility and positioning.
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Finding the balance between promotion and entertainment: Gamification was, without a doubt, the driving force of the campaign. However, we had to find the right balance between entertainment and promotion, to avoid the negative perception of being bombarded with advertising, through organic content that is enjoyed and valued by users.
