“Touching“ is a short film created to enhance brand equity.
From strategy to execution, every aspect of the brand was integrated: creative, product development, marketing, and media.
The 17-minute short film was created to resonate with MAQuillAGE fans and attract new users, achieving 124% of the target views.
The campaign was highly effective in creating a buzz on both TV and digital, while successful social media activations led to increased purchases.
Maki (Nana Seino) is a shopping mall mannequin who comes to life after store closing time.
She develops an attraction to new beauty consultant Ryo (Keisuke Watanabe), watching him learn the ropes of cosmetics sales.
One night, Maki reaches for a lipstick...
We coordinated a live event on Instagram starring the actors, which saw viewing numbers grow throughout the stream.
Engagement and interaction was positive, while the pre-streaming CTR was 10 times higher than expected, resulting in a large number of clicks. The post-live feed also achieved 131% of target clicks. Overall, CTR reached 185% of the target.
We also developed a quiz to unveil a new product hidden within the film, and a system to reward those who answered correctly. Many viewers submitted entries and shared their positive feedback.
Both TV and digital platforms were used to create a buzz around this short film.
To promote the film on TV, we created a range of assets including a video of Keisuke Watanabe applying makeup to Nana Seino, a making-of film, interviews, and original music by SIRUP.
We also achieved large amounts of PR online through various websites. Thihs included interviews, production details, and makeup tasks. Such PR led to coverage on national and local TV channels.
This strategy helped to increase viewers of the short film.