A Digital Media Practitioner, a Dreamer and a Doer
Things can’t be worse with Covid-19?
Well, X-men proved just the opposite.
Covid-19 lockdown was an extremely depressing time for the youngsters, therefore, it was critical that the campaign was constructed with a strategy that can guarantee quality awareness and highly engaging interactions. As a result, Digital was chosen as the leading media with the key focus on E-sport platform – one of the most favourite digital activities of the young male target – to drive share gain and reinforce the brand’s modernity and relevance to the target audiences. The achieved results are impressive:
Contributed 19% to the total
X-men sales
Helped X-men gain +220 BPS Value share in Male shampoo
Grew 62% of
X-men
online business
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​Youtube: Main channel to build up quality awareness. The campaign leveraged an iTVC 15s to recruit male 18-24 years old who demonstrated interests in Online games and E-sport games. They were categorised into groups with low, medium and high interests, in which they were either excluded from the campaign to minimise media wastage or followed with a Bumper with customised promotional messages to convert their interests into e-commerce purchases.
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Facebook: Maintain the engagement with the audiences via a “Mood Lifting Squad” creative strategy that spread out positive energy and shared tips to stay confident during the lockdown. The engagements were dialled up with interactive formats such as Video polls, Tap to reveal and Carousel.
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Facebook CPAS: Recruit and drive quality traffic to X-men e-commerce shop-in-shop and enhance better online sales.
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Game sponsorship: Brand integration with the special X-men incentives for the enthusiast gamers to further amplify the brand’s modernity and relevance among male youngsters.
