ANESSA Product Renewal Campaign
ANESSA Product Renewal Campaign
Mar - July, 2024
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As a brand owner, I developed locally relevant marketing plans based on ANESSA's Global Strategy to achieve the No.1 Suncare brand position in Vietnam.
These plans were executed through integrated campaigns that emphasized both new product launches and renewals.
Campaign Results:
ANESSA achieved No.1 Premium Suncare Brand in Vietnam in 2024 (in terms of revenue). Reference: Euromonitor
My roles:
Planning, management, hands-on execution, report
EXECUTION
EXECUTION
ANESSA PR Event in Thailand (Mar 24)
ANESSA PR Event in Thailand (Mar 24)
ANESSA's regional press event, hosted at the Intercontinental resort in Thailand, showcased new technologies to key influencers and drove significant social buzz. The event's success was measured by achieving the No.1 Share of Voice (Suncare segment) and a 100% overachievement of the PR value target for ANESSA in Vietnam in the following month.
ANESSA Launching Consumer Event in Vietnam (Apr 24)
ANESSA Launching Consumer Event in Vietnam (Apr 24)
Following the press event, this event was hosted in a Shopping Mall to engage micro-influencers and end-users to promote the product renewal and drive sales, successfully exceeding the sales target.
Amplifying Activities
Amplifying Activities
Following the initial launch events, subsequent months focused on amplifying reach through comprehensive media coverage (offline and digital), engaging social media contents (primarily on TikTok, Facebook and Instagram), and integrated sales promotions (across retail and e-commerce).
Due to confidentiality agreements, some examples of contents produced by me can be viewed in the provided social media posts and website updates.
Social Content on Facebook & Instagram
Social Content on Tiktok
ANESSA Back2school.mp4ANESSA Repackage.mp4ANESSA 4 Men.mp4ANESSA After-sun Launch.mp4
Website Renewal
Website Renewal
The brand website was updated under my direction, with a focus on improving user-friendliness through a restructured site and refreshed visual design. The update also enabled the presentation of a wider range of brand content.
About ANESSA
About ANESSA
A Japanese sun care expert brand established in 1992 under Shiseido Group. ANESSA’s suite of products is based on formulas that develop cutting-edge UV protection technology that nurtures the skin, today and into the future. Boasting the No.1 position in sales in Japan* & China, as global suncare brand, ANESSA is currently available 12 Asian countries and regions including Japan and China.
*INTAGE SRI+ From Oct 2022 Sep 2023 Sunscreen (milk type) Value share .*Smart Path Digital Audit (EC channel in China) data as of September 5th, 2023 (EC sales of Mainland China(excluding Hongkong and taiwan) for 2016-2023).
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