Camay Case Study. Interactive Mechanics
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CAMAY
/PROMO
/PROMO
PERFORMANCE
MOBILE
PROMO
SMM
MOBILE
PROMO
SMM
GOAL
Refined style, elegance and femininity are essential elements of Camay products. The new Camay self-care collection is presented in a new form — beautiful lace-patterned embossed soap. Our goal was to announce the product launch in its new form, highlight the new signature element, and attract a younger audience to the brand.
SOLUTION
We developed a viral campaign consisting of an interactive customized video, a romantic teaser film, and social media support. After watching a beautiful love story between a florist from Paris and a girl from Moscow, a viewer could go to a website with a unique interactive mechanic, chat with the charming florist, share her fragrance preferences, and — based on her answers — receive her own portrait made of flowers by uploading a photo from social media.
INTERACTIVE VIDEO
We conceived and shot an interactive video with several storylines, in which the user answers questions at certain moments; the answers customize the final personal portrait made of flowers. This creates deep engagement with the process and the story and delivers vivid emotions, which ultimately strengthens loyalty to the product and the brand.
LANDING PAGE
A simple, beautiful landing page carrying an engaging mechanic: an interactive video and a portrait generation program. The pages also provide all the essential information about the promo, the products and the brand.
The page design conveys the essence of the product through delicate, feminine styling with flowers and lace.
The page design conveys the essence of the product through delicate, feminine styling with flowers and lace.
PORTRAIT GENERATOR
At the heart of the campaign is a program that transforms the user's personal photo into a unique artistic composition of live flowers in shades they choose themselves. They can then share the artwork on social media and repeat the experiment.
SMM
Social media response
The viral campaign resonated widely with its audience. Women shared their joy and positive emotions after trying the experiment — and even men did not stay indifferent. Some participants came back several times, trying different photos and settings, and invited friends to take the quick but fascinating experiment.
The viral campaign resonated widely with its audience. Women shared their joy and positive emotions after trying the experiment — and even men did not stay indifferent. Some participants came back several times, trying different photos and settings, and invited friends to take the quick but fascinating experiment.