Challenge

For years, Jergens has been the moisturizer of choice for mature Filipinas but not the younger ones. Other brands have made inroads into the desirable youth market, casting Jergens into a specific niche instead of being the brand for women of all ages. The company sought help from a leading PR and social media agency in the Philippines to lead their campaign.

Insight

Young women (and men) have one thing that's almost always on their minds: love. But like other things in life, nobody knows when its coming and what form it will take. It's a mystery that everyone wants to solve, even if it's not theirs.

Enter Christine. She was looking for the love of her life, a man whose name she didn't know at first. M2Social fleshed out her character and gave her life.

The social media campaign began as a video blog of Christine's budding romance. Jergens' connection was initially hidden to allow the story to stand on its own without any preconceived brand notions and to heighten the mystery of the blog's producers.

Execution

The agency supported the vlog campaign with events, such as Rose Fever, where teal roses were handed out in schools, BPOs, and BGC.

When the romance and the mystery was about to be resolved, M2Social held a media launch for traditional and new media to encourage more people to watch the story and to prepare long-time fans to be there for the finalé.

Even after the reveal, the social media campaign in Facebook continued to engage and convert followers by encouraging its followers to share romance stories and participating in contests.such as How I Met My Jorgen that rewarded the winner with a yacht trip for a date – after inviting their special someone through a flash mob.

Results

The videos proved a hit with Jergens' target demographic who quickly identified as Christine in their own romantic story. Each video drew 50 thousand to 80 thousand views.The events helped boost viewership by connecting with more people, especially those who hadn't heard the story yet.

When the romance and mystery was resolved during the media launch, it became a large sensation with mobbing press eager to learn the truth and spread it to their readership. After unveiling the romance and mystery, the campaign continued to engage and convert die-hard fans. Most importantly, sales of Jergens grew in the younger market.