MAQuillAGE
“Touching”
MAQuillAGE
“Touching”
MAQuillAGE
“Touching”
Delivering new beauty experiences
through unique content and
media mix.
“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.
Summary
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...
Instagram Live and Loyalty Content
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.
Broad PR and Media Mix Strategy
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.
CREDITS
SHISEIDO CREATIVE
- CREATIVE DIRECTOR / STRATEGIST/ PLANNER
- Yu Miura
- ART DIRECTOR
- Miori Takeda
- COPYWRITER / PLANNER
- Asuka Hashiguchi
- COMMUNICATION PLANNER
- Tomoaki Yamura
- PRODUCER
- Natsuko Nakamura Mieko Ichiba
- CASTING PRODUCER
- Keiko Watanabe
SHISEIDO JAPAN
- MARKETING
- Yoshiko Takahashi Riyo Yoshii Wakana Komatsu Risa Koshiba Chinatsu Tanigawa Daiki Fujii Shizuka Imai Koji Hamada Yurie Takahashi
- HAIR & MAKEUP
- Shiomi Mukai Kenji Toyoda Sachiko Hayashi Madoka Nakagawa Rei Matsui Chihiro Toyoda
- 美容指導
- Yoko Kano
SHISEIDO INTERACTIVE BEAUTY
- Tomoko Koshiba Ayaka Shimizu Mari Mizui Tomomi Koshiba
AOI Pro.
- PRODUCER
- Sota Yoshida Kento Okamoto Ryoko Matsushige
- PRODUCTION MANAGER
- Yuka Nakata Yuya Asami
- CASTING
- Rina Maeda
- PRODUCTION SUPPORT
- Ryuta Iwasa Kaori Haruyama Hisashi Shinke Marino Okuda Yu Yamada Fugetsu Narisawa Takuma Kishimoto Yuji Sakuraya Hinako Shibasaki Aya Furuno Mayuko Wakita
CyberAgent, Inc.
- ACCOUNT EXECUTIVE
- Heki Mizoguchi
- CREATIVE PLANNER
- Marie Otsuka Risa Taoka
- DESIGNER
- Kyoko Kaya
- PRODUCER
- Koharu Kumada
- PR PLANNER
- Ryo Izawa
Proceed, Inc.
- CASTING
- Shigeki Mori Ayumi Inaba
- THEME SONG
- SIRUP "Change"
- FILM DIRECTOR
- Daishi Okuyama
- SCENARIO WRITOR
- Asami Sunada
- FILM CAMERAMAN
- Senzo Ueno
- GAFFER
- Machiko Nishida
- ASSISTANT FILM DIRECTOR
- Yudai Suzuki Shigetake Hashimoto Hiromasa Araki
- ART DIRECTOR
- ENZO
- STYLIST
- Satsuki Shimoyama
- CHOREOGRAPHER
- yurinasia
- LOCATION COORDINATOR
- Tomofumi Jincho
- OFFLINE EDITOR
- Takashi Tanaka
- COLORIST
- Masahiro Ishiyama
- ONLINE EDITOR
- Shunsuke Endo
- MUSIC
- Takashi Watanabe
- RECORDING
- Taro Ito
- MA
- Sei Watanabe
- SOUND EFFECT
- Atsushi Shigeno
- MUSIC COORDINATOR
- Yusuke Watanabe
- SHOOTING ASISTANT
- Kyotaka Nogami yul jung Yukimasa Nagashima Aya Sugiyama
- DIT
- Sachihai Seki
- LIGHTING ASISTANT
- Isao Kato Ryusuke Oshima Daichi Tokuhiro Mitsuo Kojima Kaz Osaki Fumihiro Imai Wataru Sugimura Kenichi Kubota Yamato Watanabe Shun Mate Yuki Arai Kiyomi Miyashita Shiori Seto
- ART DIRECTION
- Takahide Funayama Mukohi Matsuki Hiroshi Honda Hideto Koshiyama
- ART PROPS
- Tsutomu Shimohane Hidenori Inoue
- ART DECORATION
- Yo Maeda
- ART DECORATING ASSISTANT
- Manami Tanaka Natsuo Hotta Koharu Murata Misato Ai Mai Kajita
- STYLIST ASISTANT
- Momoko Izumi
- COORDINATOR ASISTANT
- Koukichi Sato Masanori Odagiri
AWARD
- 2022
- Spikes Asia Shortlist
- 2022
- Branded Shorts Nominate