Social and Influencer > Social & Influencer: Sectors

AQUAFRESH FORTUNE TELLING

GREY, Tokyo / GLAXOSMITHKLINE CONSUMER HEALTHCARE JAPAN K.K / 2022

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Social & Influencer?

This project is a digital activation that enables one-on-one interaction between users and the brand through user posts on Twitter. Aquafresh has taken fortune telling, popular among the main target, women 20s to 30s, to make a shift in their toothbrushing habits, while spreading the word. The unlikely combination of Aquafresh and fortune not only caught the attention of the target, but also gained widespread participation by a greater audience.

Background

Japanese people value cleanliness and brushing teeth morning and night is a standard practice. However, recent data shows that less people are brushing their teeth in the morning. Since the Covid19 pandemic in particular, more people are skipping their morning brushing because they are working remotely. This is a health risk bigger than oral hygiene because brushing teeth in the morning has benefits such as promoting healthy intestinal cell cultures and boosting the overall immune system. The goal of this project was to motivate Japanese people to brush their teeth in the morning.

Describe the creative idea

Japanese people are obsessed with horoscopes and fortune telling. Practically every morning news has a segment on the day’s fortune to send people off with a spiritual pep talk. Aquafresh has come up with a special fortune telling method for Japanese consumers. See what awaits in the day ahead by reading the shape and color of the first blob of Aquafresh toothpaste in the morning. Users upload their Aquafresh blob on to Twitter and, instantly receive a reading of their blob from a renowned fortune teller. Aquafresh Fortune Telling is only available in the morning, from 6AM to 11AM, making it a special entertainment just for the morning brushing.

Describe the strategy

The main target for Aquafresh Fortune Telling is women 20s to 30s in Japan, with secondary target being men in their 20s and 30s. 90% of the target age group is aware of Twitter and over 80% of women among them are users. According to a 2020 consumer survey, over 70% of women in their 20s are interested and believe in fortune readings. This project was right on target, as over 90% of them check their fortune in the morning in some type of media. Aquafresh chose Twitter as its medium, given its popularity among the users and gained the users interest by letting them get their morning’s fortune and get their morning brushing done at the same time.

Describe the execution

Aquafresh Fortune Telling took place between May 10, 2021 to May 21, 2021 and was reprised due to high demand on June 7, 2021 to June 18, 2021. The service was available between 6AM to 11AM, when users could upload pictures of their Aquafresh blob on Twitter and instantly receive a reply from a renowned fortune teller with many fortune columns featured in publications. In advance, the popular fortune teller assessed different patterns of Aquafresh blob and prepared readings for each type. Users were keen to participate on this promotion as it was a chance to get a personal reading from a well-known fortune teller and was available for only a limited time, resulting a much greater than projected outcome.

List the results

Despite having a low budget of merely 1 million JPY, Aquafresh Fortune Telling accomplished the highest ever engagement rate of 13% in Aquafresh Japan’s brand history. There was 215% increase in Aquafresh account followers and 50,000,000+ media impressions. The promotion also doubled the competitor brand switch vs annual average. A consumer report following the campaign revealed that the brand likability increased 231%.

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